I’m going to give you a little insight into the immortal cage-match death struggle that is Clever vs. Shocking.
Clever wins.
Sure Shocking might get you that first time and you say “Gasp! I have been taken by this shocking marketing message!,” but after that it starts to lose its punch. When you know something shocking is coming, well, it’s not that shocking anymore. Remember those VW commercials? Blew my mind first time I saw it, but after a while you were already braced for impact.
But Clever doesn’t lose it’s appeal the same way. After the “Oh my!” and “Wow!” is gone from the Shocking, people are still thinking about Clever. Clever makes you smile 20 minutes later when you think “Damn, I wish I thought of that!”
So remember, if you want to get people’s attention, be shocking. If you want them to remember your message, be clever.
In honor of the Clever. Here’s a few great things you should read.
- Influencers can be MADE. Passion can’t. – Brains on Fire Blog
- The Brand is in Your Head – Conversation Agent
- My IMS08 session: r u ready? (new video) – Greg Verdino
- Unconventional Marketing – David Armano
- Facebook Group And Brand Page Best Practices – Social Media Explorer
- Please, Sir, May I Have Some More (Budget)? – Scott Monty
- Recession Brass Tacks – The Buzz Bin
8 Responses and Counting...
Ah, so true. Love the clever. Love!
Great post; love the photo, too!
Thanks for the sweet, sweet link love, Matt. We appreciate it.
Keep on keepin’ on.
@ Jacquelyn, Camden
Thanks! Glad you enjoyed it and thanks for reading.
@ Spike
No problem. Thanks for putting together awesome stuff to link to.
Excellent point about clever. Hey that sign *is* clever. Thank you for the link love, Matt. Hope we can organize something when you’re back to the area.
Thought-provoking & clever wins every time. McDonald’s in particular does a great job with clever outdoor creative:
http://joannapenabickley.typepad.com/on/2007/10/on-mcdonalds-he.html
http://www.scottmonty.com/2006/09/im-lovin-it.html
Thanks for the shout-out, my friend.
Agreed. It reminds me of Seth’s purple cow – the remarkable sticks with you. Shocking is noticeable, but isn’t as remarkable as clever (perhaps because shocking is easy and clever is hard).
@Valeria
Thanks! I’ll be in town for Thanksgiving and I’ll be sure to let everyone know.
@Scott (the best dressed man in social media) Monty
I completely agree. McDonald’s does a very good job. I love the breakfast billboard with the opening and closing egg. Thanks for the great post.
@Marcel
It’s very much like the idea of the Purple Cow and Made to Stick all rolled into one. And I do agree that shocking is way easier, making it less effective in the long run. Thanks for reading!