In 60 Seconds
- •Human Brains Filter: The brain generates 50,000 thoughts a day. It actively forgets 99% of them to survive.
- •You Are Noise: Unless you are distinctive, you are just noise. Customers don't 'decide' to forget you; they just fail to retain you.
- •Refresh Rate: Memory decays rapidly. You need to 'refresh' the memory structures constantly (Advertising/Content).
- •Distinctive Assets: Using the same color, font, sound, and logo creates 'hooks' in the brain that stick harder.
- •The Fix: Always be visible. Frequency matters. You aren't nagging; you are fighting biology.
You did a great job for the customer. They smiled. They paid. They said "I'll definitely call you next time."
Six months later, they call your competitor.
Why? Did they lie? Did they hate you? No. They just forgot.
The Biology of Forgetting
The human brain is an efficiency machine. It is designed to filter out irrelevant information. If a homeowner isn't currently standing in specialized water, they do not need to "store" the name of a plumber. That memory is flagged as "low priority" and purged or buried.
Memory Structures and Retrieval
When a need arises (e.g., "The AC is broken"), the brain scans for a solution. It searches Memory Structures.
If your brand hasn't refreshed that structure recently, the path is overgrown. The brain takes the clearer path:
- The brand they saw on a billboard yesterday.
- The brand that pops up first on Google.
How to Be Remembered
You cannot change human biology, but you can hack it.
1. Distinctive Assets / Codes
Be easy to process.
- Colors: Own a color (e.g., "The Orange Truck").
- Sounds: A jingle or sonic brand.
- Logos: Consistent usage. Never change your logo "just because."
These assets act as "hooks." It is easier for a brain to remember "The Orange Truck" than "Max's Superior HVAC Solutions, LLC."
2. Physical Availability
Be easy to find. If their brain fails to recall you, make sure Google finds you. SEO and LSA are your safety net for failed memory.
3. Continuous Reach
You cannot "launch and leave." You must advertise continuously. Even if they aren't buying, seeing your truck or ad "refreshes" the memory node. It resets the decaying timer.
[!TIP] Consistency is Key Stop changing your marketing creative every month because you are bored of it. The market hasn't even noticed it yet. Be boringly consistent. That is how you burn a brand into a brain.
Read Next in This Hub:
- Category Entry Points - When they remember.
- Distinctive Assets - What they remember.
Related System:
- Follow-up Systems - Don't let them forget.