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The Von Restorff Effect
Many of you think there is a risk in offering advertising that's different from your competitors. Michael Solomon, an expert in consumer behavior, says this isn't true. He states standing out in contrast to your competitors helps you command consumer attention and increases recall.
To support this conclusion, he cites the von Restorff Effect that says any technique that increases novelty also improves recall. According to Solomon, "This effect explains why unusual advertising or distinctive packaging tends to facilitate recall."
This is good information to have if your advertising goal is to get people to remember who you are and that you sell real estate. In this situation, the risk isn't in being different, it's in not being different.
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