It the 1957 Broadway musical, The Music Man, a conman, “Professor” Harold Hill, convinces an Iowa community that the new arrival of a pool table will lead to all sorts of problems, and marching band instruments and uniforms will save them from morale decline.
The song that amplifies the town’s problem goes …”folks, we’ve got trouble, right here in River City. Yes, we’ve got trouble, with a capital T, that rhymes with P, which stands for pool!”
Once Harold Hill amplifies the problem, the town realizes it needs a solution. And in a following scene, he casts a vision of success that avoids the trouble in the song titled ‘76 Trombones’.
In your marketing message, like in any good story, the main character (in this case the citizens of River City) does not take action until there’s a problem. Once people know they have a problem, they’ll look for a solution.
Take a page from The Music Man and make sure your marketing message clearly states the problem and, once you do, people will be eager to hear how you solve it.
And if you can sing it in a catchy tune, even better: