Decades ago, a shampoo marketer doubled the sales of shampoo by adding a single world to the bottle.
Before the instructions on the bottle said: Lather, rinse.
After the marketer got to it the bottle said: Lather, rinse, REPEAT.
Sometimes a few small words can make all the difference.
Here's another example, this time in the arts
Like any good marketer, I send out emails to our list, promoting upcoming shows.
When we would design the emails, I would list the dates and times of upcoming shows.
So the email would say something like:
Sept 11 - 7:30pm
Sept 12 - 8:00pm
Sept 13 - 8:00pm
Now let's remember that the purpose of the email is to get people to call and buy tickets. That's the action we want them to take after reading the email.
I was thinking about ways to do that. Then I remembered the power of a few small words.
My next email I sent out looked like this
Sept 11 - 7:30pm LIMITED AVAILABILITY
Sept 12 - 8:00pm ALMOST SOLD OUT!
Just adding a few words to create a sense of urgency around the email led to a significant increase in sales.
Sometimes effective marketing is about big changes.
Sometimes it is about small changes.
And one of the quickest changes you can make to your marketing is changing the way you talk about a particular artistic event/product.
So here's something you can do today. Find one piece of copy that you use. Maybe it's a blurb you use on your website to discuss an upcoming arts exhibition. Maybe it's a tag line you use in a print ad.
Then change the copy. If it was formal, make it informal. If it was designed to be funny, make it serious.
Don't worry, you can always change it back if it isn't working for you.
But you may be surprised at the impact a few words can have.