And why do marketers think that being loud is the answer?
Some of the best marketing is a result of silence! Videos without music or talking. Gifs that keep repeating themselves. Images with a few short words. A solitary logo. A message delivered in silence to your personal quiet space can certainly be extremely powerful!
But too often we find the marketplace is getting louder and louder trying to get our attention. Ads with music that can’t be turned down, videos with fast talking “carnival” personalities all trying to persuade us. The message: loud, fast and do it often! Training us in the process, that it isn’t about us, but about them!
Loud may get attention, but it can also have a negative effect. Like when mom or dad yelled at you as a child. It can stop you dead in your tracks, but soon you learn that loud means trouble! Loud in marketing can have the same effect. And soon, the market will learn to “tune out the loud noise” and move on to a more pleasant experience.
Sure, sound and talking heads can be powerful. But you don’t have to be loud, right? Be different and use both strategies. Mix it up and send the gift of a silent message also. Let them know you “get it”. Silence really can be golden!