The purpose of marketing is to be a home in a prospective client's mind. If the client cannot remember you, it is difficult to choose you.
When you enter the prospect's brain with a marketing message, it is not likely to stay there. Short term memory goes first. When new information enters the brain, the brain wants to make sense out of it. The brain does a scan of preexisting data in the brain, looking for a match. If it finds a match, your marketing message stands a better chance of locking into long term memory and you will have succeeded in building the home in the brain or in buying some "mind share."
You can think of this as placing velcro hooks in your marketing message that can latch onto existing velcro loops in her long term memory. This is why advertisers use or make a pun out of existing familiar phrases: e.g. "An apple a day keeps the..." Your brain completes the phrase because virtually the aphorism lives in your long term memory.
As you build marketing messages, try to hook onto memories and experiences that you know exist in the prospect's brain.
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