Here is an insane statistic to wrap your mind around – the average human has between 50,000 and 70,000 thoughts rattling around in their head every single day. That’s pretty interesting, but not great news if you are a marketer trying to grab someone’s attention, let alone hold it for a minute or two.
Smart marketers don’t like the long odds.
Smart marketers understand that the chances of hitting you with one marketing message (when you have 70,000 thoughts to contend with everyday) and winning is completely unrealistic, and just a race to the bottom.
So how do you win? How do marketers have a chance against all the mind clutter?
You stay top of mind and relevant. And that is the best you can possibly hope for.
Do you think the insurer that’s always promising “You get something OUT” runs those TV adverts with the dude in the car over and over and over and over again because they think it’s worth spending tens of millions of Rand?
Nope.
They do it because they know the repetition is what works over the long-term.
They don’t want your business today (of course they get enough new business as a result of their ongoing initiatives everyday), but ultimately they are playing the “top-of-mind-game”.
At some point you might be in the market for insurance, and hopefully they have done enough to have their brand spring to mind when you pick up your phone to make a call.
Maybe your business doesn’t have millions of Rand to throw at top-of-mind TV advertising. But you do have a product or service, otherwise you wouldn’t be in business. You also have clients and potential prospects walking through your virtual or physical door everyday.
Are you creating a prospecting pool? Are you reinforcing why you and not your competitor?
It costs 1 cent to send out an email. It costs a little more in time and energy to craft a good story (but it doesn’t cost millions of Rand)
Keep telling your story and use a cheap, but effective, marketing channel like email to reinforce it.
On average it would have taken you around 2 minutes to read this entire blog post. In the time it has taken you to read this, I needed to contend with almost 100 thoughts that were fighting for your attention and looking to barge me out of the way.
If I’ve managed to succeed, perhaps you might want to get in touch to find out how we can use email and content to craft a story for your business.
And if today isn’t that day, I’ll be top of mind next week again. You get the idea, right?
Until next time
Brendan
Manalytics