Don’t be fooled by your work bubble where everyone is interested in what you do and what you say – when trying to reach potential customers your marketing campaigns are competing in a landscape where your customers are bombarded with multiple messages from an increasing number of sources, making it difficult for you to stand out. As a marketer, you have to always have a view of the full attention landscape that you are competing in. Only then will you be fully aware of how hard it is for your message to be seen, and heard, and to grab the attention of your target audience.
According to studies, the average human makes around 35,000 decisions per day. These decisions are influenced by a multitude of factors, including personal and professional commitments, relationships, hobbies, and interests. Marketers need to recognise that they are competing against all of these factors to get the attention of your target audience.
For example email. Studies show that the average time someone takes to read an email is around 12 seconds. If it takes more than 2 minutes to read your email, it’s highly likely that the recipient will lose interest and move on to the next competing message. You are not the only one in the room so you have to be quick and your message strong to keep their attention.
Think about your own email usage, how many emails do you delete before even opening them? The battle for attention is getting so much harder.
On social media, your advert is competing against cute pets and the activities of their friends. If you don’t stand out you won’t be seen and always remember that your ad will not be seen in isolation.
Here are 5 tips to help you stand out:
Make it personal: Personalisation is key. Your customers want to feel like they are being spoken to directly, and that the message is tailored to their specific needs and interests. Stop the broadcast or more accurately referred to as corporate spam.
Make them feel: Emotions play a vital role in getting attention. Creating an emotional connection with the target audience will make them more likely to remember your message.
When and where: Timing is everything in marketing. Understanding when your target audience is most receptive to your message and be willing to challenge your own assumptions.
Context is King: It’s essential to consider the context in which your message is being delivered. Wherever your ad is, it will not be seen in isolation. Along with what’s in the mind of your audience, other messages will be competing for their attention.
Relevance: Your message should start and finish with something that is of interest to the target audience – don’t start with you. Understanding their needs, interests, and pain points will help you create a message that resonates with them.
It is a huge challenge – but to succeed you have to be aware of the full attention landscape that you are competing in.
By truly understanding your customers, you can create campaigns that stand out, resonate with what is going on in their lives right now, and be seen as a solution, not just another distraction.
Only by starting with your customer, and forming deeper connections with them, will you be able to develop marketing campaigns that truly engage and drives new business.
Christopher Wellbelove DL 