Is Your Marketing Boring Or Useless?
Just going through my filing cabinet swipe file, looking for good ads and marketing materials to go through for attendees at an upcoming seminar. One thing I have noticed recently is that my swipe file isn’t growing at the rate it used to, because there is so much dead boring, “me-too” advertising out there.
Are YOU guilty of this?
Understand this: Your customers are looking for entertainment. They aren’t looking for your product, they want to be entertained. I don’t care if your customers are CEOs or cleaners, the search for more and better and more exciting entertainment is even more important to them than actually doing something.
How can you make your marketing so exciting and entertaining, people will be happy to read and watch it?
Checking out Gary Bencivenga’s “100″ seminar, one thing he said early on which was worth far more than the price of the DVDs – he said “Make your advertising valuable”. In other words, make it worth your prospect’s while to read your ads, watch your videos.
No longer can a basic sales pitch cut it. Too many other sources of entertainment your prospect can turn to as fast as they can click their back buttons. There are a couple of angles to think about here:
- Go the full entertainment angle – show biz style, make your videos look and feel and smell like a Hollywood blockbuster movie, tell compelling stories in your sales copy.
- Or, there’s the “Educational” method – Where the content you give away for free is so valuable that your customers keep coming back to read it, and then your job is to monetize them.
If you’re starting a business, or you’re creating a marketing plan, design your copywriting strategy around that first point – because in this A.D.D. infected, blink-of-an-eye attention span, time-poor world we live in, entertainment will always grab more attention than anything else. People want someone to take away the drudgery of their lives, they want to forget their problems, sit back, and have you entertain them.
However – there is a super-important caveat here:
Please do NOT get lost in the entertainment aspect, at the cost of making sales. Remember, you’re running a business here, your job is to make sales, it’s to turn prospects into customers, and customers into lifetime customers. Entertaining marketing can do this for you, but don’t just be fun, be profitable as well.