There’s too much stuff in my head today. It’s as cluttered as my desk and email inbox. I’m not alone, but that’s little consolation to a marketer whose job it is to cut through the clutter. Yet, I got an email from a blogger I follow, Joe Grant, http://jjgrant.wordpress.com/ and it made me sit up and take notice. Why? Because there’s always something in his blog for me.
As marketers we have to accept and address a general lack of focus and propensity to distraction or we should just give up and go golfing. And, by the way, how and why are people able to concentrate on a golf game for more than 4 hours and yet can’t get to the 1-minute (or less) task of reading our marketing messages?
Interest and relevance.
It all boils down to that, interest and relevance. Put yourself in your customer’s shoes and ask yourself (or better yet ask them):
- What do customers want and need to know that you can provide them?
- What are the different ways that they access information and what is their preference in receiving it?
We all have to live with the distractions of day and moment, but if your messages and content are more compelling and more relevant than the next guy’s, your customers will take notice and choose to open yours over your competition.
This isn’t about shouting, it’s about whispering – getting customers to lean in to hear more. It’s about presenting thoughtful interesting information, in an easy to read format and making it look good. Leave them wanting more, looking forward to your next communiqué. And give them options (email, snail mail, blog, social, mobile etc.) that they can choose between to receive your communications. It’s about giving your customers choices while meeting their needs. Sounds simple doesn’t it?
Put yourself in your customer’s shoes and go for a stroll. Take some time to think about what you can provide that is relevant, interesting and/or fun. Then next time your customers will sit up and take notice of what you have to say.
We’d love to hear what your experience has been with your cutting through the clutter, here or at http://www.facebook.com/dtrio – tell us what you think.