Of all the challenges marketers face, getting the attention of their target audience is the most difficult task.
The increase in distractions, demand on our time and noise in the marketplace is deafening. How can you stay relevant and valuable? You know customers are paying attention when they look forward to your daily, weekly or monthly message.
Attention Please
Mike Allen from Axios has a political newsletter with the top then things I need to know. For political junkies like me, it gives me a quick, skim of the key political activities going on. It is now my first read in the morning. I’m sometimes up early, waiting for it to arrive. Mike’s got my attention.
Mitch Joel’s podcast, Six Pixels of Separation, is a weekly interview with a marketing thought leader, and it is part of my Sunday walking routine. I don’t walk until the podcast has downloaded and then I take an hour stroll while learning something new. I rarely miss listening, and I always learn something new. Mitch has got my attention.
Amazon sends an email each week with a new tip about how to use Alexa. Although I don’t have an Alexa speaker, I understand from friends who own one that each week, they learn about a new way they can make their speaker do new, cool things. They look forward to these emails because they bring them valuable and practical information. Amazon has got the attention of my friends.
Apple has built into its iPhone, brief tutorials to show you the new features from an upgrade. It helps you know interesting shortcuts or ways to make your phone more powerful. I like to go through the snack-sized chunks of information to see if there is something I can use to make me more productive. Apple has my attention.
Be Useful
What each of these examples demonstrates is that they all grab my attention because they are valuable to me. They aren’t selling – yet they are part of making their brands a part of my life. Each of these grabs my attention regularly because I see value in spending time listening, reading and learning.
Over time, I may buy an Alexa, a new iPhone, order a paid subscription to Axios or hire Mitch’s agency to help me with a marketing project or buy his next book. For now, I’m giving them my attention, and they are giving me the value that matters to me.
When you market to your audience, are you trying to make a sale? Or, are you trying to bring value to prospects?
Attention is the most valuable gift your potential customer grants you.
Start by being helpful, relevant and giving. Over time, you may create a commercial relationship.
Are you getting your fair share of attention from prospects? Do current or new customers look forward to receiving new information from your brand? If not, I can help. All I need is a little bit of your attention. Text me at 919 720 0995 or email at jeffslater@themarketingsage.com – I can help you grow your business.
Photo by Jason Rosewell on Unsplash
