We started 2017 by promising we would deliver on a new idea: that marketing thrives when it is focused on creating emotional impact. And that point of focus crystallizes in our intended prospects’ reaction. Aha Moments would be our new area of specialty. (More on that decision here).
To maximize focus we have to make a decision to be different.
These two elements: the decision to be different (the Strategic Marketing Decision) combined with the resulting, emotional reaction, the Aha Moment, are the twin pillars of Mortar’s approach to Marketing. They come together best in this definition:
An Aha Moment is the desired reaction to a decision to be different.
Let’s break that down:
We say “Aha!” when we encounter something new, surprising, or as Collin’s Dictionary says, “an instant at which the solution to a problem becomes clear.” Webster’s puts it this way, “a moment of sudden realization, inspiration, insight, recognition, or comprehension … The aha moment you experience when you’ve been trying to remember the name of a song and three hours later it hits you.” When we say “Aha Moment” we are seeking a positive reaction to our message.
Decision-making can be tough, especially among marketers. But without clearly identifying some unique area of differentiation marketers fail to lay claim to something people can prefer, an idea customers can choose, remember or tell their friends about. The quickest way to leverage any position is to claim novelty—and put everything you can behind communicating the benefits of choosing an option that is quite unlike everything else.
Deciding to be different is a testable proposition. So too is the Aha. It is not too much to ask that prospects use the words we expect and indicate the Aha we promise is motivating and clear. (Testing need not break the bank or slow the process unduly. On several occasions in 2017 we found quick, 45-minute one-on-one phone calls with a small group of prospects (four to six) to be a cost effective and relatively painless method of gauging impact).
Crafting any communication requires a solid grasp of the product or service, the target, the opportunity and a myriad of other factors. By selecting an Aha Moment we seek to inspire our teams to be more creative—and explore the possibilities of delivering a focused message. Boring or mundane Aha’s don’t cut it. Neither do Aha’s that rely too heavily on logic or sound like a line from a press release. Strong Aha’s sound authentic and spark response. In many ways the Aha Moment is similar to the the notion of a Big Idea or Unique Selling Point, but with two major differences: 1. Aha Moments often travel in groups—there can be many. One person’s moment of clarity can be another’s ho-hum moment. 2. Aha’s can only be expressed in words the target might actually say. People only say, “Wow, because my network infrastructure is now fluid and adaptable, I can drive home strategic value and orient my stack to open protocols” in our minds. What they actually say is more along the lines of: “F**k me, flexibility like this rocks.” The Aha discipline reminds us to focus on genuine expressions of discovery. (BTW, we have written elsewhere on how a juicy swear word can enhance the impact of a well-chosen Aha.)
At the core of our approach is a questioning of Big Idea thinking and the requirement that what we are selling is merely a new way to think about an issue. Aha Moments are experienced by prospects encountering products or services for the first time, or looking at an existing product in a new way. Aha is what prospects say when confronted with our message. By attempting to shape the intended reaction, we leapfrog the necessity of providing logical reasons to believe to attack the amygdala—the part of the brain devoted to emotion and arousal—head on. Because if we don’t, our marketing will fall short of its intended purpose: to move people along the funnel to buy, recommend or just like.
In any creative solution, smart, reasoned decision-making and the promise of discovering something new go hand-in-hand. To divorce one from the other is to miss an opportunity to deliver marketing that makes a lasting impact.