A Magical Solution to Get Your Brand Noticed
By Polina Pinchevsky | November 18, 2015
Early on in my life as a parent, I happened upon an important phrase in one of the many parenting books I read. I didn’t know it at the time, but that phrase would go on to serve me well in many different tense moments. It goes like this:
“If I had a magic wand, I would __________.”
Fill in the blank with any of the passionately willed but wholly unrealistic demands three-year-olds make. Since my three daughters were born exactly three years apart, the phrase got a lot of use. I would give them a tight hug and tell them with conviction what I wished I could do for them.
More often than not I truly did mean it. But sometimes… If I had a magic wand, I would conjure chocolate cupcakes this minute. No, I wouldn’t – three-years-olds don’t need dessert for breakfast. If I had a magic wand, I would make it so you could wear sparkly high-heels to pre-school. Another fib. In all honesty, even now that my kids are teenagers, I still employ this phase every once in a while.
I didn’t expect this, but I’ve also had ample opportunity to use it with my clients in my role as partner in a creative marketing agency. It’s remarkably helpful in responding to unrealistic expectations. If I had a magic wand, we would design your campaign in one week. Fairly recently, a client asked if her organization’s digital newsletter could be made larger than the screen of the viewing device. Magic wand please. Requests aren’t always so blatantly unrealistic, but it’s still not unusual for clients to ask for the impossible.
Lately, I’ve noticed that clients seem to be interested in magic of a different kind. The ask goes something like this: So what can we do to break through? To get noticed? To get people to try our product?