Every year, millions tune in to watch the Super Bowl — not just for the game, but for the ads. The best commercials don’t just sell a product; they create moments, spark emotions, and stay in our minds long after the final whistle. Meanwhile, forgettable ads fade into the background, lost in the shuffle of generic messaging.
Now, ask yourself: Is your startup’s messaging a Super Bowl-worthy performance, or is it playing it too safe? If your tech product is struggling to stand out — seen as just another option rather than a must-have — it’s time to rethink your messaging playbook. That’s the topic I tackle in my Super Bowl episode of CarTalk with Kartik.
Your messaging should be as dynamic and memorable as a viral halftime show. Here’s how to make sure your brand narrative wins big:
The most unforgettable Super Bowl ads take risks. They break away from the ordinary, whether through humor, storytelling, or a powerful emotional appeal. In the same way, your startup’s messaging needs to be bold. Playing it safe means blending in. What’s the unexpected, striking statement that makes people pause and pay attention?
Fans rally behind players with personality — the ones who bring energy, charisma, and a unique presence to the game. Your brand needs to do the same. Avoid robotic, corporate jargon. Instead, infuse your messaging with authenticity, passion, and a voice that reflects your company’s DNA. When customers connect with your brand’s personality, they remember you.
The ads we remember most aren’t just clever; they make us feel something. Apple’s legendary ‘1984’ ad made viewers feel rebellious. Google’s ‘Loretta’ ad tugged at heartstrings. Your startup’s messaging should do more than inform — it should resonate on an emotional level. What pain points do your customers face, and how does your product transform their lives?
Playing it safe might feel comfortable, but it won’t win the game. Generic messaging — like a quarterback throwing short, predictable passes — doesn’t make an impact. Instead, craft messaging that differentiates your product, highlights what makes it truly unique, and makes your audience say, “This is exactly what I need.”
Even the best plays fail if the team doesn’t understand them. Your messaging should be clear, concise, and easy to remember. Avoid overcomplicated language and focus on a singular, powerful idea that sticks. If your audience can’t repeat your core message after hearing it once, it’s time to refine.
Your startup doesn’t have to be seen as just another option. With bold, emotional, and distinctive messaging, you can turn your brand into an MVP — one that customers recognize, trust, and choose over the competition.
So, take a page from the Super Bowl playbook. Go big. Be unforgettable. And make sure your brand’s message wins — long after the game is over.
For more insights on Messaging strategy, check out my Amazon Bestseller Product Marketing Wisdom.