What If I Told You That’s Not Bad?
Somewhere along the road to success the message is… if you use good data, good strategy and “proven” tactics your marketing efforts will return wonderful results. (Here’s where I insert a long, shrill screech!)
So, here’s the catch. Doing all the “right” things never guarantees a great outcome. The sobering fact is that marketing is all about people. Unpredictable people! Without knowing, your next promo or campaign that filters into their view can drop like a ‘one-ton boulder’. Influences in their life beyond your control or research may have created the perfect storm which may make your marketing message null and void!
Without warning, you and your team obsess over what went wrong? Who or what’s to blame?
Due diligence is never wrong. But it’s wise to acknowledge that sometimes, it’s just that people react the opposite of how data and research says they will react!
This is where it’s necessary to remember that marketing is a process of planting seeds for future positive results. Seeds that will produce sales, trust, leads and value! Every marketing effort is a seed. Seeds grow, produce fruit and eventually pollinate to create more seeds, more fruit and bigger crops to harvest.
Let me explain… The worst harvest will always produce some fruit! Most of the seeds may not succeed, but the few that do are beautiful and ready to harvest! Planting and growing marketing seeds is a cumulative process.
When you commit to planting new seeds constantly, never stopping, every harvest is a thrill! That's because you know the next harvest has the potential to be the best one ever. You begin to enjoy the cycles. For sure, there will be ups and downs. But the understanding that you are growing seeds every day, each with unbelievable potential, is what makes you a “true, marketing professional”!
And why do marketers think that being loud is the answer?
Have you ever experienced that phenomenal feeling of silence? A moment in time when there was no talking, no music and no distractions. Only the soft breath of air moving around you. A simple awareness that the world was talking just to you!
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!
It’s becoming harder and harder to stand out in business! The marketplace has learned how to mentally and visually block marketing techniques and ignore the noise!
Too much of hearing and seeing the same message, the same formats and similar stock imagery has created an audience of indifference. Business professionals using the same tools as everyone else and delivery “look alike” marketing messages soon become old and boring.
In the beginning it was much easier to stand out (not everyone was on the web). But now, everyone looks a lot like everyone else and the waters have become very crowded!
But hey, that doesn’t mean it’s time to give up and throw in the towel! Now is actually the best time to surprise your audience and your competition with outlandish, unexpected headlines and copy, videos, images and stories. Before they know it, they're "hooked" and involved in your message!
A picture that doesn’t make sense, but still seems right can create a powerful, emotional reaction to a story. Just look at this weird bird with a mouth that is ready to roar and attack. It doesn't seem right. Some will think it’s silly while others will find it hilarious. But one thing is for sure; it will get the viewer thinking and forming an opinion.
Either way, they will remember you the next time you show up with another “over the top”, out of the box, eye-catching headline or message! The beauty of being bold now is that you can surprise everyone, including your competition! The climate is ripe for your company to stand out and become a marketing leader!
And before you know it, you’ll find success while others are still wondering how you did it!
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