Trivial things amuse me.
Like the fact that we all say “duck-billed platypus”… as if there were some other type of platypus it could be. Kind of like saying “European Germany.” What other kind is there?
Anyway:
We’re talking about the Von Restorff effect and how to use it to stand out it your prospects’ minds. One way to do this is childishly simple:
Have a real personality.
You see, most businesses speak in one of two voices:
1) The “corporate-super-serious-super-formal” voice,
or
2) The “cute-and-clever-look-at-us-we’re-so-cool” voice.
How about, instead, just talking like a normal person? The way you’d talk to your friends? If you do this, not only do you sound warm and approachable, but you set yourself apart from the competition at the same time.
Sound good? Thought so.
If you need some help undoing your old ways, you can find 3 specific techniques for making your writing sound more “real person-y” on page 234 of Madvertising, which you can pick up right here: http://www.madvertising-book.com/get.htm
Sincerely,
Gil-Ad
