POP!

1. POP! Communication: Purposeful, Original, and Pithy

The premise of POP! is that the best way to attract instant interest is to make our communication (in particular our titles, taglines, elevator introductions, and sales slogans) Purposeful, Original, and Pithy.

Instant interest. In today's fast-paced world, capturing attention quickly is crucial. The POP! framework—Purposeful, Original, and Pithy—provides a roadmap for crafting messages that stand out and resonate with your target audience. This approach ensures that your communication is not only heard but also remembered and acted upon.

Three pillars of POP!

• Purposeful: Communication must clearly articulate the essence of your offering and position it positively with your audience.
• Original: Distinguish yourself from the competition by offering something unique and fresh.
• Pithy: Keep your message concise and precise, as the human brain can only hold a limited amount of information in short-term memory.

Jerry Maguire Test. To gauge the effectiveness of your POP! communication, share it with others and observe their reaction. If your message "has them at hello," their eyes will light up, and they'll express genuine interest. If not, refine your approach until it resonates with your target audience.

2. The W9 Form: Your Marketing Compass

If you anticipate, address, and answer these W questions in your communication, people wil get what you’re saying, wil be convinced it’s relevant for them, and wil be more likely to want what you’re offering or recommending, or at least they’l be sufficiently intrigued and impressed to want to know more.

Nine essential questions. The W9 Form is a strategic tool to clarify your message and ensure it resonates with your audience. By answering nine key questions, you can develop a comprehensive understanding of your offering and its value proposition.

The Nine W's:

1. What am I offering?
2. What problem does my idea or offering solve?
3. Why is it worth trying and buying?
4. Who is my target audience?
5. Who am I and what are my credentials?
6. Who are my competitors and how am I different from them?
7. What resistance or objections will people have to this?
8. What is the purpose of my pitch?
9. When, where, and how do I want people to take action?

From bulky to brief. The W9 Form helps you condense complex information into a concise, one-page summary. This allows you to easily refer to it when brainstorming and crafting your POP! messages, ensuring they remain purposeful and aligned with your goals.

3. Alphabetize Core Words for Originality

When you coin your own term for a topic, you haven’t just come up with a clever title, you are now positioned to create a business empire.

Create proprietary terms. The Alphabetizing technique involves running each of your Core Words through the alphabet, changing the sound of the first syllable to match the corresponding letter. This can lead to the creation of original terms that help your product become "the next new thing."

Examples of Alphabetizing:

• Yogurt -> Go-gurt
• Saddle -> Daddle
• Happy Hour -> Yappy Hour

Spel Chuck. Discard the "normal" way of spelling to create terms that are brand new and belong only to you. For example, Disney's community-oriented service program is called VoluntEARS.

4. Conversational Catchphrases: Speak Their Language

A good conversationalist is not one who remembers what was said, but someone who says what people want to remember.

Resonate with your audience. Capture conversational catchphrases by listening to your customers' frustrations, challenges, and aspirations. Use their own words in your marketing messages to create an instant connection and demonstrate that you understand their needs.

Visceral truth. Titles and slogans that elicit a visceral reaction are often the ones in which there's an implied or actual exclamation, a phrase uttered vehemently with immediacy and emotion. This approach can create a powerful sense of identification and motivate people to take action.

Example. A Zappos ad featured the headline, "You know those salespeople who treat you like you don't exist? They don't work here." This resonated with customers who were tired of poor service and motivated them to try Zappos.

5. Valley Girl Technique: Relate and Sell

You’ve got to be a good date for the reader.

Compare to the familiar. The Valley Girl technique involves relating your idea, product, or business to something familiar and well-liked by your target audience. This helps them quickly understand your offering and creates a positive association.

Valley Girl Formula: "It's like...[familiar thing]...with a twist."

Examples:

• "What Billy Crystal does for the Academy Awards, you did for our convention."
• "My screenplay is like Moby Dick...with a shark."

Access famous movie, song, or book titles and names of celebrities. You are stretching your basis of comparison and accessing thousands of options. Instead of thinking small and only calling upon what you know, you are thinking big.

6. Laugh Lines: Humor Wins Hearts

I learned that when I made people laugh, they liked me. This is a lesson I’ll never forget.

Increase likability. Humor can be a powerful tool for building rapport and making your message more memorable. By eliciting laughter, you create a positive emotional connection with your audience, making them more receptive to your ideas.

Four types of humor:

• Old humor: Family stories or amusing anecdotes from the past
• New humor: Jokes or one-liners from TV sitcoms or late-night talk shows
• Borrowed humor: Quips or jokes from comedians (with attribution)
• Out-of-the-blue humor: Unexpected or spontaneous remarks that make people laugh

Hook and hinge. Use a joke or funny story to hook people's interest, and then hinge the punchline onto how it's relevant to your point or product.

7. ContraBrand: Challenge Assumptions

The opposite of a correct statement is a false statement. But the opposite of a profound truth may well be another profound truth.

Disrupt expectations. ContraBrand involves challenging a norm or common belief in your industry to grab attention and spark curiosity. By stating the opposite of what people expect, you can motivate them to rethink their assumptions and consider your perspective.

Bold claims. Saying and doing the same thing as everyone else is guaranteed to keep you one of many. Is there a legitimate way you can rile emotion and create a debate so people are motivated to check you out?

Example. Newsweek's cover headline, "TV IS GOOD FOR YOUR KIDS," challenged the common assumption that television is harmful to children, prompting readers to pick up the magazine and learn more.

8. Aflac Your Topic: Make It Visual

The soul never thinks without a mental picture.

Create mental images. Aflac'ing your topic involves linking your abstract or complex concept to something concrete and visual that people can easily relate to. This helps them grasp your message and remember it more effectively.

Word picture names. Give your company or offering a "word picture name" that conjures up a supporting image in your customers’ mind’s eye.

Example. The insurance company Aflac successfully linked its nonsensical name to a duck, creating a memorable visual association that increased brand recognition.

9. Meaningful Metaphors: Connect the Familiar

I never met-a-phor I didn’t like.

Tap into personal experiences. Metaphors can create a fresh take on a familiar topic by drawing parallels between your offering and something relatable from your own life. This adds a personal touch and makes your message more engaging.

Triple A's:

• Avocation: What is a hobby or recreational activity you do for fun?
• Achievement: What is an accomplishment you’re proud of?
• Adversity: What is a challenge you’ve overcome?

Example. A financial advisor who enjoys playing golf could use golf-related terms to explain investment strategies, creating a unique and memorable approach.

10. POP! Culture: Ride the Trend Wave

Ideas are like rabbits. You get a couple and learn how to handle them, and pretty soon you have a dozen.

Capitalize on buzz phrases. Connect your message to popular trends, movies, songs, or celebrities to tap into existing awareness and generate buzz. This can help your offering gain instant recognition and relevance.

Verbal piggybacking. Verbal y piggybacking on those iconic phrases is a way to hitch your idea’s wagon to their star and take a ride on their preestablished fame.

Example. A touring company that uses Segways could call itself "Segs in the City," playing off the popular TV show "Sex and the City."

11. Engage with Questions: POP! the Question

A prudent question is one half of wisdom.

Interactive communication. Turn your title, tagline, or introduction into a question to engage your audience and pique their curiosity. This encourages them to think about your offering and consider its relevance to their lives.

Qualifying questions. Instead of simply explaining what you do, ask a question that qualifies your audience and allows you to tailor your response to their needs.

Example. Instead of saying, "I'm a software designer," ask, "Have you ever bought anything from Amazon, Craigslist, or eBay?"

12. Make It Memorable: AIR - Alliteration, Inflection, Rhyme

Your opening has to be good—or the rest of the story won’t have a chance because nobody’ll stick around to read it.

AIR formula. To craft a succinct and memorable message, use alliteration, inflection, and rhyme. These techniques add a musicality and rhythm to your language, making it easier to remember and repeat.

Three elements of AIR:

• Alliteration: Use words that start with the same sound.
• Inflection: Say your phrase with a distinctive and exaggerated intonation.
• Rhyme: Use words that rhyme to create a catchy and memorable sound bite.

Example. "If it doesn't fit, you must acquit." This phrase, used by Johnnie Cochran in the O.J. Simpson trial, is memorable because it is alliterative, rhythmic, and rhyming.

Last updated: February 17, 2025