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There’s a difference between being remarkable and making a memorable connection, and the truth is your small business needs to do both. Anyone can come up with remarkable content that gets a person’s attention, but it’s a lot tougher to make sure that the content is remembered in connection with your company or product.

For example: Say you put together a really funny viral video that got a ton of hits on YouTube. Now say that video was really funny, but didn’t really align or make sense with the product or service your company was trying to promote and sell...What was the total impact of the video for your company?

Yes this video was remarkable - it had people talking and passing it on to friends. However, most viewers probably had a tough time making the connection between the video and it’s true purpose, promoting your company and its product or service. So in the end, the video will be remembered but you will simply be forgotten.

Too many businesses get caught up trying to be remarkable that they forget all about the recall factor. So when it comes to your business:

• Do create content that has stopping power. If you turn a head, you've made an impression and increased your chances of having that prospect take some sort of action.

• Do not forget to make a strong connection between the content and your company. Create content with recall power, so prospects know where to go or who to seek out when they're ready to take action.
  
  • Note: Consumers must be able to draw this connection, not just you and your staff.