Business development · 20 October 2015

Making memorable content: Why anyone can be creative

Encourage silly ideas  it is often those that spark off a different thought you hadn't considered
Encourage silly ideas it is often those that spark off a different thought you hadn’t considered
But what makes an idea memorable? There are six key things we look for in an idea to assess whether it will be memorable:

(1) Simple

It needs to be clear and to the point, what is the most important take-away? Is it clear? Can it be remembered? don’t give the reader too much information; it will result in an overload and nothing being remembered.

(2) Create Surprise

Surprise will shock people and will make people talk. For example, a member of the team in charge of wrapping customers? Christmas gifts in a department store in America kindly offered to wrap all the gifts a lady had with her, whatever store they were from, this story soon went viral because it created surprise.

(3) Concrete

Does it make sense and is it solid? The mind works like Velcro, little hooks that attach to an idea.

(4) Credible

Help make the audience believe. If you leave even a slight air of doubt the reader will pick up on this and may doubt it too. Show evidence, case studies, and real testimonials – make it real. In the 1980s Barry Marshall, an Australian physician was fed up with his research into ulcers being ignored, he believed antibiotics would cure stomach ulcers, so to prove it he drank a petrI dish containing bacteria he believed would give him an ulcer. It did indeed give him an ulcer, which he then went on to cure with antibiotics. He had to prove his idea to make it credible, as it was something no other medical professional could fathom. He was later awarded a Nobel Prize for his work.

(5) Emotional

It is important to make people care, in general humans are thoughtful, caring people, so if your idea or campaign pulls at their emotions, it will be more likely to make them act. Your idea must also be respectful to the emotions of your audience, to ensure they accept it. If you make assumptions or sweeping generalisations it is possible your idea will offend and miss the mark.


 
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ABOUT THE EXPERT

Becky Campbell is the founder and managing director of digital marketing agency Reflect Digital which she set up from her flat aged just 24. Four years later, the agency now delivers market-leading solutions and campaigns covering everything from web design to e-commerce, to a range of clients such as Premier League football clubs.

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