Successful messages are sticky messages.
Most business owners work hard to develop a compelling message (or business story) but overshoot the mark. The formula for success is much simpler than you might think. The acronym, RIBS, will help you test your story for stickiness”. Once you have drafted it, just ask yourself (honestly) if it is:
- Relevant
- Inevitable
- Believable
- Simple
Relevant: Considering your target audience, are you meeting needs by speaking to what matters most to them? Are you touching them emotionally as well as logically? How can you be more deserving of their attention?
Inevitable: Is their need for your product or service a foregone conclusion? What can you share to help them conclude that the path you want to take them on is an inevitable path to follow on their journey. How can you be more relatable in this regard?
Believable: Are you making promises beyond the limits of believability? If you don’t have facts that prove the credibility of your story you might need to rethink your approach. What can you offer that makes it safe for your audience to believe in you and share your story?
Simple: Don’t over-complicate a marketing message in an attempt to make it feel more worthy of time and attention. The easiest way to break through the competitive noise is to keep it simple. When it comes to words, less is more — provided you use the right less. It will take you longer to come up with fewer words but it will be worth the time it takes to come up with that one killer line that you want people to remember, share, and talk about.
Every business has a story. Getting yours shared is an important marketing objective. To make it stick, stick to your RIBS so it will be both shareworthy and memorable.