By Emily Soccorsy + Justin Foster
As a child, magic is an accepted part of the world.
Yet as adults, magic becomes something that “doesn’t exist.” (Until we head off to Disneyland or Disney World and throw ourselves full bore into the idea of magic once again.)
While as adults we eschew magic, yet we embrace the idea of magic wands.
We seek them out in our diet, in our physique, with our parenting, in the quality of our skin or the thickness of our hair.
But there is still magic in marketing …
And it’s found in the message.
A compelling message has always been magic. A well-crafted message opens new places in the mind. It enters the soul. It quickens the heart. From “Follow me” to “I have a dream” to “Tear down this wall,” a message driven by conviction changes the world.
The main issue is that most brands don’t think of message this way. They still view message as a cheesy slogan, a witty one-liner, or a cute tagline — often delivered via the battering ram of advertising and the waterboarding of sales pitches.
Here are three simple tips for ensuring that your message is magic and not mundane:
Most of all, and if you do none of these things, just stay open to seeing the magic in what you do. Start by considering what part of your work is easy for you. We tend to dismiss what we are best at — and not appreciate the magic of our own talent and how we magically apply it.
Finally, a challenge for you …
Revisit the message you are sharing with the world as your brand. As you examine your foundations of your brand with these fresh ideas, can you feel the magic in your heart and bones? If not, you don’t have a message.