I think we left off yesterday with the question…
“What’s the biggest stumbling block, the biggest barrier we all face as
marketers in 2017 and beyond?”
Now that I look closely at that question, it’s clear that it’s a loaded
Example being that if you’re completely new to this business, chances are,
the obstacles you face will be different from, let’s say, a person who has
much more experience under their belt.
However, whatever way you slice ‘n dice it, the biggest barrier we ALL
face, regardless of accomplishment levels, is the barrier of getting our
Kind of underwhelming… But I did tell you it was obvious and very
I also said it will be ignored by most; IS being ignored by most… and…
I’m certainly not excluded from dipping my toe in the “I’m not bothered
getting inside the mind of a consumer in the 2015 era of too much
It’s one of those things we rarely think about.
Sure, everybody keeps saying (myself included) “get inside the head of your
customer”, but not often do I hear people talking about the chaos consumers
have to sift through each day.
Remember: 5000 pieces of advertising a day, in 2017. That’s how much noise
we have to pierce through to get our message heard.
There’s little point looking at demographics, job titles, hobbies etc – if
we’re not squarely facing the biggest barrier of all.
Bombardment after bombardment of advertising messages vying for people’s
attention at any given time… And the willingness, scratch that… THE
NEED to tune all that noise out.
Ever been away on vacation/holiday/whatever, and came back to hoards of
leaflets in your door, or messages on your machine, or a jam-packed inbox?
Silly question, really, b’cause we all have.
What’s the first thing you do, though?
Well, there’s two things:
First, you either look out for the most important messages (friends,
family) and delete the rest (unless something really grabs your attention)
– or you do it in reverse order.
Either way, you’re certainly not sifting through all that noise. And as we
both know, most of it… is just that; noise!
Now, that example is in your own home.
Out there in the open though, it’s what we’re subjected to almost every
minute of every day.
It’s no wonder decisiveness is on the decline.
Not sure if it is or not, but I suspect it is.
Anyway, the point I want you to glean from this message, and the one
yesterday, is that, YOU have a great advantage here.
An insight (although obvious at first glance) that can leap you more than a
few rungs up the advertising (marketing) ladder of success.
Tis true, the simplest things are the most powerful.
Don’t take my word for it though.
Lemme ask you one more question real quick:
Do you delete ads without looking at them? Do you delete emails without
reading them? Do you even pay attention to ads that don’t directly affect
Your customers. Your prospects, subscribers… are doing the exact same
They are feverishly deleting almost ALL advertisements (marketing messages)
They have to.
They need to.
With this in mind: Will you now pay more attention to WHY they must delete
YOUR emails, YOUR ads – and leave YOUR landing page without signing up?
You see my future marketing genius, you should be thinking like the
Why would they ignore your stuff?
Does it AUTOMATICALLY feed into the reason they delete ALL the other stuff?
Think about it.
But where to start?
Patience my sweet. Patience.
We’ll finish this 3 part series tomorrow. For now, really think about what
I’ve talked about in the last two emails.
You’ll most likely have the urge to just pass over this, b’cause, it
doesn’t seem as Important as getting traffic. Or setting up that new
squeeze page. Or creating a new offer… or whatever else you feel needs
your immediate attention.
But I can tell you, without question, if you don’t think about where your
prospects/customers heads are at with the vast amounts of ads they’re seeing
every day… that landing page, that traffic you want, that new offer
you’re creating… will be a total waste of your time for the most part.
I warned you.
Don’t say I didn’t warn you.
See you back here tomorrow for the conclusion of this little series.