Okay, part three:
We left off yesterday…
“Will you now pay more attention to WHY people must delete YOUR emails,
YOUR ads – and leave YOUR landing page without signing up?”
You should be thinking like the customer.
Why would they ignore your stuff?
But where to start?
Pay attention to all the noise your customers and prospects have to filter
out throughout their day — and ask yourself how yours can be different.
Better: How your message can avoid the automatic delete filter inside their
It shouldn’t be too difficult.
Ask yourself why YOU ignore and delete most advertising messages.
What turns you off?
What looks like hype and nonsense to you?
Funny thing: You’ll see marketers creating advertising that they wouldn’t
touch with a ten-foot-pole if they were on the other side of the counter.
They’re clearly thinking like marketers; and not customers.
Why would they do this?
Simple. We all get swept along with the trends. Unfortunately, what worked
30 years ago doesn’t work nearly as well today. But a lot of people don’t
continue to educate themselves.
They stick their heads in the sand and keep doing what they’ve always done.
What they were taught to do.
They still make money. No shortage of that around, however, just b’cause
something works, doesn’t mean it works very well. or that there isn’t a much
There’s always a better way.
Look at large corporations. Big businesses who advertise on TeeVee. They
just throw money at the wall. Their adverts are crap. They don’t even
(can’t even) measure results.
They don’t take into consideration the amount of messages people have to
tune out every day. They just throw money at it, and because they have
enough of it… they make more back.
But could it work better?
Of course. I’m not adept in this area, but I have garnered enough insights
from greats like John Carlton, Drayton Bird, and Gary Bencivenga, to name
just a few, to know that the big corporations haven’t the foggiest idea
what they’re doing when it comes to advertising.
An ad spot when the super bowl is on, can cost a cool 2 mil – and yet –
Sewage systems of major cities have broken due to the tremendous number of
toilets being flushed simultaneously at halftime of the Super Bowl.
Not sure if the sewage systems actually broke, but you get the point.
People will do anything to avoid ads these days.
The popular rise of TV series box sets and DVD’s and NetFlix series points to this too.
Nobody likes ads.
I’m telling you this to give you a brief window into how advertising can
work when you throw a lot of money at it, but it’s gonna be a whole lot of
wasted money in the process if we don’t take these things into serious
consideration BEFORE we put our message out there.
I guess we don’t have the luxury of flushing money down the toilet (pun
intended) so we have to be a bit smarter than the big boy advertisers.
We can be.
We can be smarter than a lot of people out there.
You can be.
You know that already. I just told you.
Beee the customer.
In their shoes.
What are they seeing every day?
What are they ignoring? Why?
…And then look at what you’re doing. Are you playing the game of marketer
perspective, or customer perspective?
Face it square in the face.
It’s getting worse too, so pay attention.
Don’t just delete ads when you see them.
Don’t just delete every email you get, no matter how bad it is.
Don’t just ignore an ad that has no direct Interest to you.
Look at them. What are you seeing? Why are they bad? Why are they good?
Because whatever conclusions you come to, chances are your
customers/prospects are coming to the same conclusions.
Now all YOU have to do… is… NOT DO THAT!
Do a 180.
Most people are ignoring this.
If you’re one of them; you have just thrown away one of the biggest
advantages you have as an advertiser, a marketer.
Enjoy the rest of your day.
All the best.