Shot #76: The Verbatim Effect in Marketing

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March 21, 2023

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Have you ever heard of the "verbatim effect" in marketing?

If not, don't worry. I'm here to break it down for you!

The verbatim effect refers to the phenomenon where people are more likely to remember the exact wording of a message, rather than the general meaning or gist of it.

This means that the specific language you use in your marketing materials can have a big impact on how well your message is remembered and understood.

For example, let's say you're trying to promote a new energy drink.

You could use a generic tagline like "Get energised!"

or

you could use a more specific and memorable one like "Unleash your inner superhero!"

The second option is more likely to stick in people's minds and be repeated which can help build brand recognition and increase sales.

Another way to use the verbatim effect in marketing is to use catchy slogans or jingles.

Think about some of the most famous ad campaigns you've seen - chances are, they have a memorable tagline or song that sticks in your head long after you've seen the ad.

For example, everyone knows the McDonald's jingle "I'm lovin' it" or the Nike slogan "Just do it."

So, if you want your marketing messages to be memorable and effective, make sure to pay attention to the specific language you use.

Use catchy phrases, slogans and jingles that are easy to remember and repeat. By leveraging the verbatim effect, you can help ensure that your message sticks in people's minds and leads to increased brand awareness and sales.

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