Manage your creative marketing by reaching them with a message relevant to their needs.
If it took you less than three seconds to read the headline above, that is about as much time a prospective customer will give you to connect regarding buying your product or service. If your prospect stayed, the message may have been relevant to that prospect. The ones that left in one second or less, moved on quickly, and unfortunately for them, will miss a solution they could have enjoyed. Or so you think. Perhaps, what they really need is more information about your product or service, and how it will benefit them.
There are always distractions. A prime example is COVID-19, which has taken up mind space for everyone. There is a lot of noise and distractions nationwide challenging all aspects of communication. Meanwhile, hundreds of conversations take place simultaneously while people are waiting for life to return to normal. The only conversations that “connect” are mainly between people that know each other. This group of people know each other well.
What does a marketer see in this situation? The marketing game of please pay attention, is simply, “I have what you want.” Hello? Attention, attention, is anyone listening? It’s a fight a small biz may never win. Now it’s much tougher. Maybe your prospects are working at home, checking their smart phone or computer to get business done. As the prospect moves from one screen to another, suddenly a video advertisement appears, and lasts for 15 seconds. Finally, the ad is over, and replaced by a host of many other ads. No matter how you, a small biz owner or manager, dice it, it’s going to get worse. Disruptive advertising is here to stay. Try moving to another site and return to Facebook. More than likely, the ads start where you left it. It’s frustrating and could mean losing a potential customer.
What must a small biz always use in the present advertising climate?
• Create attention.
• You may have somebody’s attention for a few seconds or less.
• Learn how to eliminate anycommunication and purchasing barriers.
• Increase your capability to attract and connect with customers.
“Bennies” known as customer benefits, will cause a hesitation. Provide copy that answers a potential customer question as, “what’s in it for them?” Product features are usually the glamor of owning a product, but the “bennies” always add more to the bottom line.
Look at your potential “customer profiles.”
Certainly, you are updating and defined a variety of customer profiles? If you answered no, it’s never too late to start. CLICK HERE to learn about starting “customer profiles”.
