The secret to powerful content

Deep, lasting connections don't happen at once. It is not the case with human relationships. And the same applies to brands.
Research shows that people need to hear a message 7-12 times before it truly sticks. Yet surprisingly, 73% of brands dilute their impact by trying to communicate too many messages simultaneously.
The most memorable and powerful brands don't start their strategizing by asking "What do we want to say?" but rather "Which message truly resonates with our audience?"
Look at Apple's "Think Different." They weren't just selling computers - they tapped into people's desire to be creative rebels, inventors, innovators who challenge the status quo. Their slogan is simple and has been consistently repeated year after year.
Or Nike's "Just Do It" - three words that acknowledge the mental barrier we all face before exercising ("I should work out, but...") and give us that extra push. Nike isn't just selling shoes; they're selling the motivation to overcome our own excuses.
Conclusion: Limit yourself to 2-3 core messages that genuinely align with your target audience's needs and concerns. Then reinforce them consistently. Stop trying to say everything and start saying what matters.