A never-ending barrage of items appealing for attention causes your prospects’ minds to sort marketing messages like a blue whale filters seawater for plankton …
Only a small sample gets consumed, while most of what’s available is ignored.
The brain’s reticular activating system determines what deserves attention. It manages consciousness and blocks unwanted stimuli, such as ambient noises and other distractions that hinder concentration.
If your brain didn’t have this ability, you could never ignore noises or sights around you. Can you imagine the sensory overload? Functioning on a normal level would be impossible.
Researchers estimate we experience 1,500-3,500 appeals for attention every day. Of course, your marketing gets mixed among these messages. So breaking through the chaos is no easy task.
The fact is most marketing gets ignored. Here are 6 common reasons why:
1. You or your company is your marketing’s star. Shine the spotlight on the only people your prospects care about — themselves. Address their situation and deliver information that helps them solve their problems.
2. Your marketing message is focused on products or services. Your prospects have little need for any product or service. What they want is the outcome or the benefits of using your product or service.
3. Your marketing looks like marketing. When your marketing’s appearance matches what prospects see from others in your industry, it becomes clear you’re trying to sell something.
4. You communicate to a mass audience. Engage your prospects as if you’re communicating to them on a one-on-one level. Successful marketing comes down to relationships — it’s not a numbers game.
5. You emphasize a sale on the first communication. You have a better chance of influencing your audience when you begin by delivering compelling content that interests them.
6. Your marketing gets presented in a manner that doesn’t match your prospects’ preferences. The most common mediums aren’t always the most effective. For example, Snapple famously advertised one of its fruit drink flavors by placing stickers on mangoes.
Photo credit: Emily D Elliott
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February 21st, 2012 at 10:13 am
As always … great post, Tom!
February 21st, 2012 at 10:19 am
Thank you, Charlie.