Where Attention Goes…
When we talk about marketing and advertising all we’re really doing is asking, “Where is the attention of the consumer?” and “How do we get in front of them wherever their attention may be?”
It seems to me it’s that second question that causes so many people trouble. Traditionally, marketing has been about getting the attention of the consumer and over time I think this has been proven to be inefficient, costly, and ultimately ineffective.
Now, it’s more about meeting the consumer where she’s at and delivering content that is in line with where her attention is already focused. Take Facebook for example. If your prospects spend a lot of time on Facebook (or whatever other social media platform) then it would make sense that you are there as well.
BUT…you have to respect the nature of the platform. If you go in there with a status update that is written like an ad (“Mention this ad for 20% off your next purchase”) then you are going to fail miserably.
Facebook is not an ad delivery platform like a billboard or whatever. Treating it like one is a recipe for disaster. Even your Facebook ads will do better when written as status updates and not like ads.
The opposite is true too. You can’t really post a Facebook-like status update on a billboard and expect to drive results. Your copy has to be shorter, punchier, and with a clear-call-to-action. That’s what the attention of your consumer - in that moment - demands.
You are going to have a much easier time with your marketing if you will stop trying to manipulate the attention of your consumer and instead look for ways of going with it and meeting them where they already are.