Marketing's Coveted End-Game

Why is long-term memory a marketer’s coveted end-game? Because our minds are wired to remember certain types of messages. If you want a favorable outcome, your marketing and sales success is more likely when you instill long-term memory in your prospects. Creating long-term memory enhances your ability to make the sale and close the deal.

In today’s world of relentless distraction, it’s become challenging for our marketing and sales pitches to stick. So for today, here’s a look at three levels of memory, and where you can plug in to channels and approaches that will help create long-term memory of you and your product.

For a couple of years I have become increasingly intrigued with new discoveries of brain research. Parallel to that research is my analysis of the brain’s pathways of thinking and decision-making, and ultimately how people move themselves to take action.

It’s my belief that to be successful now, you must first create at least short-term memory, with the most desired and successful level being long-term memory.



Gary Hennerberg

After a lot of years in marketing and sales, this is what I know works:

Stories sell. Think unique. Stimulate emotion. Close deals. And here are a few other gems from my new book, “Crack the Customer Mind Code.” Know the persona, interpret your offer and let your prospect give themselves permission to buy. That’s how the brain is wired. It’s how people think.

What else? When I’m not breaking down complex topics (or ones marketers over-complicate) into easy-to-grasp stories that sell, I crunch numbers. Manage projects. Write. Teach. Lead.