Look for the Secret Gold Box

Do you ever feel like information goes in one ear, and out the other?  How about all the time.  That’s why it’s so important to make messages sticky.  A sticky message stays with people. It helps them more easily remember your company, candidate or cause.

A slogan increases stickiness, so does a good logo.  But they’re not the only way.  In 1977, the Columbia House Record and Tape Club tried something different. They told TV viewers to look for the “Secret Gold Box” in their print ads and direct mail.  Click on the video below to see one of the original commercials.

Although they ran late at night, the commercials were a huge success.  Every Columbia House print ad circulating with the “Secret Gold Box” promos made money, the first time that ever happened.

What’s so special about the Secret Gold Box?  “Tipping Point” author Malcolm Gladwell thinks it’s a small piece of information that serves as a proxy for a larger piece of information (and a smaller piece of information is easier to remember).  The Secret Gold Box was also special and exclusive, and gave “those in the know” something for free. When the mail and magazine ads hit, the Secret Gold Box acted as a trigger.

How are you using sticky messages get your customers’ attention?

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One Response

  1. […] “the stylists discussed breast cancer during every hair appointment.  That repetition made the message stick.  Adding something similar might make the Black Barbershop program even more […]

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