STAND OUT
MARKETING TO STOP THEIR SCROLL
BY : MIKE MICHALOWICZ
Know what your marketing needs ? It needs to pass the blink test .
“ OK , OK , Mike , what in the world is the blink test ?” Picture this : you ’ re scrolling ( and scrolling ) through your social media feed , bombarded with ads left and right . In the blink of an eye , you decide whether to stop and engage with a post or keep on scrolling .
That , my friends , is the blink test in action .
You have one millisecond to make an impression . The blink test is inspired by the concept of the “ blink ” or “ thin-slicing ” phenomenon , where individuals make quick judgments or decisions based on limited information . It ’ s science .
The best example I ’ ve seen of this lately is on the Liquid Death water cans . Cans of water are starting to replace plastic bottles , so that grabs attention . Additionally , the labels have a skull , and different names like Mountain Water and Berry It Alive for the flavored waters . No other water is marketed like this .
WHY YOU NEED TO MAKE A RADICAL CHANGE TO YOUR MARKETING
To serve , you have to sell . To be profitable , you have to sell . To sell , you need to stand out — and I mean out . I ’ m not discounting that you may be the best in your industry .
But you must pass the blink test with flying colors . You can make a transformative change in your marketing with small steps . Here are a few strategies I ’ ve found to be particularly effective :
• Keep it simple : Your message should be clear , concise , and easy to understand at a glance . Avoid jargon and complex language that might confuse or turn off your audience .
• Be distinct : Stand out from the crowd with eye-catching visuals , catchy slogans , or unique branding elements . You want your business to be the one that sticks in people ’ s minds long after they ’ ve scrolled past .
• Know your audience : Tailor your marketing efforts to resonate with your target audience ’ s needs , interests , and preferences . The more you understand your audience , the better equipped you ’ ll be to grab their attention and hold onto it .
• Be authentic : People crave authenticity in today ’ s digital age . Be genuine , transparent , and true to your brand values in all of your marketing communications . Authenticity breeds trust , and trust leads to loyal customers .
• Test and iterate : Don ’ t be afraid to experiment with different marketing strategies and messages . Do some A / B testing to see what works and what doesn ’ t , and use that feedback to refine your approach over time .
Remember , the blink test isn ’ t just about getting people to stop and notice your business . It ’ s about making a meaningful connection that leads to long-term loyal relationships . So the next time you ’ re crafting a marketing message , ask yourself , “ Would it pass the blink test ? Would I buy from me ?” If not , it might be time to go back to the drawing board .
Keep evolving . You ’ ve got this ! +
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Mike Michalowicz is the entrepreneur behind three multimillion dollar companies and is the author of Profit First . He is globally recognized as the guy who “ challenges outdated business beliefs ” and teaches us what to do about it .
To learn more about Mike and get access to a treasure trove of entrepreneurial tips , visit MikeMichalowicz . com .
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