The Webster’s Dictionary defines “Remarkable” as: worthy of being or likely to be noticed especially as uncommon or extraordinary. The word dates back to 1604. Do you know else dates back to 1604? The first true English dictionary. Remarkable.
When something is remarkable, it is worthy of a remark. This invariably involves participating in a conversation (SOCIAL). During this permissive social interaction, participants are eager to share their positive experiences; with a captive audience of friends, followers, families, etc. Ideally, consumers will effectively communicate their experience and endorsement, in a manner that their peers can closely relate to. In turn, this will inspire their receptive audience, to relay the positive message to others, initiating a perpetual cycle of Word-of-Mouth; or as I frequently call it “Word of Mouse marketing.”
In the golden days of television advertising, marketers purchased as much ad exposure; as their outrageous budgets would allow. Then, they would bombard consumers with repetitive ads, hoping to instill an emotional attachment; that would be instinctively recalled at purchase time. The problem is, nobody cares about pain relief until they have a headache. When the sudden need for pain relief arises, consumers go to the store and buy the yellow or red box; like they always do. Unless in the interim, a well-regarded peer offers positive remarks about another product; that is (in their experience) a much better solution.
Unlike the intrusive television ads, that routinely disrupt your nightly sitcoms, sporting events and made-for-TV movies (etc.); this form of marketing and brand building is permissive. The social interaction takes place in a comfortable environment, and the desire for the conversation was either invited (a question) or implied (forum, chat, email, etc). As such, the message/endorsement is far better received by the audience.
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