Insights:Marketing Insights: Your marketing should make you nervous.
Before any marketing can work, it has to get noticed.
In today’s cluttered marketing landscape, playing it safe and being just like everyone else is a perfect way to be ignored. People are exposed to literally thousands–if not tens of thousands of marketing messages–every day.
So, why do people actually pay attention to some messages? How do you break through the clutter?
Basically in two ways: the first is it’s a product or service they are already interested in. In this case they are actually seeking out information.
The second way is to capture their attention by being intriguing, interesting or different. To do this you need to present your message in a new and fresh way and everything new and untried comes with a degree of risk.
This is where the nervous part comes in.
Familiarity breeds comfort. If your ads don’t make you a little nervous, it’s most likely you and all your potential consumers have seen something like it before. A message that is different will make you wonder and think about it…and hopefully have the same effect on your target market.
Of course, new and different for new and different’s sake isn’t the answer. Your message needs to reflect positive brand attributes and provide compelling reasons for action. It just doesn’t have to do it the same way as everyone else.
Next week’s topic – Is responsive design a big or small deal?