In my Earning a Living in a World where Everyone has a Camera seminar, I talk – among other things – about how advertising and marketing have changed.
Traditional interruption advertising doesn’t work the way it used to. As customer tolerance for promotions that don’t immediately resonate has dropped, so has the return on investment for interruption advertising. Companies are scrambling to find new, effective vehicles and many are failing.
One of the things I learned early on in my own business was to pay attention to the buying habits of people around me – myself, my partner, my family, my friends – and adjust my own marketing strategies in response to those observations.
These days, if I have no interest or need for what you’re selling, I’m not going to buy no matter how fancy, creative or entertaining your pitch is. If I already want what you’re selling, you’re going to get my attention no matter what vehicle you use – I’ll even seek you out myself.
The challenge is attracting the attention of those who fall between those extremes. If I don’t know whether I’m interested in what you’re selling, you’re only going to get my attention if your contact with me (email, snail mail, brochure, poster, book, catalog, phone call, whatever) is somehow cool, different, special and above all, personal. Bottom line – you’ve got to give me a reason to care.
Marketing today is about courtship, not interruption. Surprise me, speak to me, entertain me. Use great design & typography, exquisite photography and excellent writing. Speak authentically and naturally. Show me you understand who I am, what I want, what I need. That I’m more than just a sale to you. If you do that well, I’ll not just give you my business, I’ll give you my loyalty and probably tell a few friends about you, too.