04/14/2024
There's this old trick in marketing called subconscious messaging.
The idea goes something like this:
Hotels.com has a commercial where the story makes a joke about online dating. https://www.youtube.com/watch?v=7A499EEUEt8
It's funny, it's relevant, but this tactic doesn't just make it memorable; it increases the impressions by attaching the commercial to something the audience is constantly reminded of, the pain of online dating, where Hotels.com is the comedic relief or escape.
If you're someone in the age bracket they've targeted where online dating is a regular occurrence, how many instances does your brain think about hotels.com when you check the latest notifications on your dating app?
Apply that same principle to anyone who can position on phenomenal customer service.
Once upon a time, quality service was everywhere. Positioning on service probably would have felt like saying you had the world's greatest coffee. Then something shifted. Today, service is hard to come by in general, let alone quality intentional service.
If you can establish in your customers' minds that you provide an enjoyable experience, there's a good change they'll remember how great you are every time someone else drops the ball.
Imagine the impressions!
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