The Tipping Point
Product marketing
Utilize the stickiness factor when marketing a product or service.
from The Tipping Point: How Little Things Can Make a Big Difference by Malcolm Gladwell
The stickiness factor is what differentiates a successful marketing campaign from a not-so-successful one. After all, why should people buy your product or service when they can’t even remember what it is?
How to Apply This
- Make your message stick in people’s minds.
Come up with a catchy way to advertise your product or service, so people will remember it.
For example, in 1954, Winston filter-tip cigarettes had the slogan “Winston tastes good like a cigarette should.” The use of the word “like” instead of “as” gave the message it’s stickiness factor, and the sale of Winston filter-tip cigarettes shot up afterward.
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