Chapter 10. Be Consistent

As consumers, we are under assault. Numerous messages are constantly broadcast to us by companies and by the media, creating a cacophony of logos, sounds, and signals. Since we can’t pay attention to all of their messages, we consciously and subconsciously select from the vast array only those that are relevant to us—and we screen out the rest.

Relevance is a judgement call we each make subjectively—in viewing an ad campaign, for instance, what’s relevant to you may not be relevant to me. Some of us are drawn to humorous ads, while others are drawn to moody ads, others to representations of beauty, and others to high-tech displays of virtuosity. Research indicates that the messages most likely to get through to us are ...

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