You're in an attention war.

To win it, I recommend a messaging strategy that I stole this from the world’s most successful companies:

It involves just *two simple steps*:

“Go Narrow”


“Go Unique”.

Get ready to win the attention battle

Step #1: Go narrow in your message

You’ll never, ever win the attention war with a blunt message

Only a sharp-edge will cut through the noise, get heard

A Twitter profile that says u tweet on “marketing + psychology” will fail over time

It's time to get sharp and get unique
Here’s how you narrow your message:

Associate your business with a single idea.

Let one association dominate your brand.

Then hammer that association over and over

Let's see that at work
De Beers message is super narrow:

Diamonds = Love

De Beers promotes one message and one message only.

And almost everyone on the planet knows the association: Diamonds + Love

This message has dominated their brand for decades.

And De Beers is now a $6b company
More examples of the narrow message, singular focus:

Canva: “Quick, easy design templates”.

TED: “Spread ideas”.

Pixar: “Computer animation”.

Spotify: Streaming music

Eventbrite: Ticketing

Mailchimp: Email marketing automation.

All are one thing repeated over and again
The narrow message works because:

-Singular idea = sharp
-Clump of ideas = blunt

-Sharp cuts through
-Blunt does not

-Sharp makes an impression - a psychological imprint that
-Clumps do not

And it gets even better:
A singular message is *realistic*

If you're going to be remembered at all, it’ll be for one thing

Being remembered for a clump of things ain’t gonna happen

Stretching your message too thin will actually hurt your biz

[It may explain a low conversation rate on Twitter]
When he released the iPod, Steve Jobs hammered a single idea , relentlessly:

“1,000 songs in your pocket”

20 yrs later we still remember

Basic psychology

-Focus on one, narrow thing
-Repeat the message

Every time
So, a singular message is a great start

It says exactly what you do and why anyone should care

But beware:

If thousands of others use the same focus, however narrow, then the message won’t stand out

You’ll look like more-of-the-same.

Which takes us to the 2nd step
Step #2: Make the message unique:

-Define your business as a category-of-one

-Then let the message flow from there:

-Unique biz
-In a unique category
-With a unique message.

When buyers think “wedding rings”, De Beers may be the only item in their minds for that category

Step #1:
De Beers owns the association diamonds + love

Step #2:
De Beers defined the category - yrs ago

At that time, both the message and the category were unique

No other organization in the world was claiming that category

To this day, De Beers owns the category
The category-of-one singles your brand out

It separates you from the pack

It says there is nothing else like you out there

It brings, manages attention

So, to win the messaging and attention battles

Go Narrow + Go Unique
Twitter examples of the narrow message:

@RobLennon Audience Growth
@bbourque Scaling startups
@Sachin Hypervisuals
@GrammarHippy Copythinking
@HarrisFanaroff - Employee Onboarding
@devinmcpaul Writing threads
Narrow & unique are key to messaging

#1: Narrow:
Create 1 association for your brand
Hammer relentlessly
1 idea:
-Cuts through
-Gets remembered

#2: Unique message:
Create a category of one
Let the message flow from there
Customer associates you with that solution
Thanks so much for reading

If you liked this thread, follow me @KenPaulCarroll

My DMs are open

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