It’s healthy for us marketers to come from this perspective. Because it’s closer to reality. Your target customers didn’t buy the magazine to read your ad. They don’t watch TV to see your commercial.
Everybody has been trained to tune out. And technology helps us along—you’ve seen the “skip this ad” buttons online and, of course, there’s TIVO. We just want the good stuff. The juicy, delicious content—not the marketing medicine.By lunchtime, each one of us has been exposed to some 1,500 advertising messages. By day’s end, that number will hit 3,000. How many of those messages will you remember? One? Maybe? And to compound that, there simply isn’t enough time or brainpower to soak everything in.
As a marketer, it’s important to recognize we have become selective listeners—out of survival. Luckily it isn’t too difficult to be selective. A lot of marketers are content on producing marketing wallpaper and white noise that’s easy to tune out. Uninspiring, flat, boring, ugly, tired, cluttered, waste-of-money garbage.
We challenge you to be unforgiving in your pursuit of creating juicy, delicious content and communications. You have something of value for your customers. Something that can possibly change how they work and live. You should be heard!
And if you are buying precious space in a magazine, or online, or a footprint at a trade show, or you’re putting together your website, or brochures, or whatever—you want to optimize that space with copy and design that will blow people away.
Set the bar higher on your communications. If your work doesn’t inspire you, how can you expect it to inspire somebody else?
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