Marketing, customer satisfaction and loyalty
Satisfied customers will follow you everywhere

The ONE rule to follow to make sure your customers won’t remember you

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It must be the time of the year and the January tradition to take good resolutions; wherever I look, whatever I read or listen to, it’s all about “the x rules to …” (please fill in the blank).

A few examples taken from my Linkedin dashboard in the last 60 minutes


First of all, let’s be honest. This approach of universal rules to achieve (or not) certain goals is a myth. There is no such thing on earth that 9, 10 or even 15 rules will be a universal recipe for whatever promise. This just can’t be. Period.

Second, I’m questioning the very efficiency of a message based on a set of 9, 10 or more rules. What one should remember is that the human brain is not very good with remembering groups of more than 6 items. Setting up an agenda with 10 rules is therefore doomed to fail. Last week on the radio I heard a columnist reciting his 10 rules for success in 2013. I can bet with you that none of the listeners could remember more than 3 items when he finished his talk.


Advice for your marketing strategy

If you want your message to me remembered make sure it’s short. Firms’ slogans should have 4-5 words at max (and short ones is possible). To remember that rule it’s easy. KISS : Keep It Short and Simple.

There are only 4 letters in this acronym.

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Author: Pierre-Nicolas Schwab

Dr. Pierre-Nicolas Schwab is the founder of IntoTheMinds. He specializes in e-commerce, retail and logistics. He is also a research fellow in the marketing department of the Free University of Brussels and acts as a coach for several startups and public organizations. He holds a PhD in Marketing, a MBA in Finance, and a MSc in Chemistry. He can be contacted by email, Linkedin or by phone (+32 486 42 79 42)

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