{"id":"53dfdb613838370007390000","slug":"pop-en","title":"POP!","audio_url":"https://hls.blinkist.io/bibs/53dfdb613838370007390000/53dfdc1238383700073c0000.m4a?Expires=1660200088&Signature=ODiORtrPZI6GRdBxNeybpY9uXZQVO4wv6T9BX5wOy9fOBAaCsthfpq2uyY9P7G8rNruYF0YW39-Lp77do8rzziH1iX3gbbYCUWEGkhV1Dir0EvrQTZUG0Xmvc5cOfi-gtVJNlKwoylqcfGtaBFTogFU6JrEv4PeXKLO-s59AvDekVjXMHNHBnMDw6O0Iw5iHXkbYu8D1D8itsY2D2v-Qv64F1iMESkczjV4~hpFWCd9R~L4Ni775XMEz46s3MW64jFHtox9rnnFGX1JLVwD6q-d-Hr-gvkPEbkVICDgePMFp96OsTyltLWPNU2Fxz~HV-FH-KcpsOuYOWmJyhSiDsw__&Key-Pair-Id=APKAJXJM6BB7FFZXUB4A","chapters":[{"id":"53dfdc1238383700073c0000","title":"The key to a sticky message is to make it POP!: Purposeful, Original and Pithy.","text":"

Every single day, from the moment we connect to the internet or walk out onto the street, we are bombarded with ads that fight for our money and our attention. But have you ever wondered why some ads are more successful than others?

The answer is simple: the ads that grab your attention are the ones that POP! – or that are Purposeful, Original and Pithy.

Let’s examine these elements one by one.

First comes Purpose. Whether you’re trying to spread an idea or sell a product, your message has to instantly communicate your purpose – and how it positively affects your audience.

In fact, the best wordplay in the world won’t POP! unless it does two things: it must precisely articulate the essence of your message and show your audience what’s in it for them.

Then comes Originality. You’ve got to remember that no matter how brilliant your product or message is, someone else is probably trying to do something similar. Therefore you need to distinguish yourself by every means possible, and in particular, by being original in what you do.

Keep in mind that people’s yearning for something fresh is so strong that even if the essence of what you’re doing is not new, it still has a chance of taking off if you can make it original.

Finally, there’s Pith. The word pith means the essence of something – a concept that’s crucial, as the human brain can actually only hold about seven bits of information in short-term memory! This means that you have to be pithy and convincing in a second, or your idea will soon be forgotten.

It’s no coincidence that the top slogans of the twentieth century, as selected by Advertising Age magazine, are all less than seven words: De Beers’ “Diamonds are forever,” Nike’s “Just do it,” and Avis’ “We try harder.”

"},{"id":"53dfdc3438383700073e0000","title":"By answering the big W’s, you create a foundation of core words that form your purpose."},{"id":"53dfdc553838370007400000","title":"Play with your core words and put yourself in your customer’s position."},{"id":"53dfdc6a3838370007420000","title":"Tap into your audience’s love of music."},{"id":"53dfdc893838370007440000","title":"Relate to your customer’s world through celebrities and popular media."},{"id":"53dfdc9e3838370007460000","title":"Be HUMORiginal – but avoid clichés like the plague."},{"id":"53dfdcb23838370007480000","title":"Visualize your message with pictures and metaphors."},{"id":"53dfdcca38383700074a0000","title":"Be counterintuitive and catch your audience by surprise."},{"id":"53dfdce938383700074c0000","title":"Keep your audience’s attention with the power of stories."},{"id":"53dfdd0a38383700074e0000","title":"Final Summary"}]}

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