I call this one The Dice Technique, I’ll explain that in a moment.
Often the morning after a gig I’m lucky enough to sit with the Chief Executives over breakfast, and that is when the real questioning starts.
Hours have gone by, in which time the most incredible questions have been allowed to germinate.
A popular one is about how to get the attention of people, and then keep it without them switching off. In particular sales managers are interested in how they attract the attention of prospective clients and then how is it you can reach out to them consistently without them becoming ‘blind’ to your message.
Your message is complex, there are many sides to it showing slightly different, yet related things and they each support one another. Like the sides of a die.
However if you keep showing people the same side, say the number 6 over and over again they will feel like they don’t even need to look at it to know that it has a 6 on it.
However changing which side of the die you are showing forces people to look, otherwise they won’t know which side you are showing.
The same can be said in your business. If you keep showing the same message in the same way, you no longer need to be listened to.
However, remember to keep the same die. With the same message.
Take Lynx the deodorant for example. Their ads are among the most successful and they each display the same thing in a new way. They are each a different face of the ‘wear Lynx get the girl’ die.