Isn’t it interesting how one topic can keep coming up over and over again? Several new clients asked a variation of the same question:
“Why isn’t our marketing more effective? Why doesn’t it breakthrough the clutter. We create content, but no one is listening.”
These companies all thought that they could sell to their clients by sharing facts about their product or service. Their content was very right brain – logical, factual and practical.
What was absent from each tactic was heart.
There was no soul or compassion for the problems they solved for customers. Just a laundry list of boring features. Every aspect of their marketing was average, dull, and no one would ever notice.
People Act or Buy for Illogical, Emotional Reasons
We make decisions based on irrational, and illogical reasons. We may try to convince people to act or buy based on a long, rational argument, but most behavior is rarely motivated by logic. We rationalize purchases but that is different from what drives the motivation.
When a small marketing agency in Melbourne, Australia was challenged to help prevent accidental train deaths, they decided that one more sign was never going to get noticed. The obvious marketing approach was to create a sign or a PSA to scare people. Warning signs blend into the landscape, and no one pays attention to them.
So they created a bunch of crazy characters and some addictive music showing all the dumb ways there are to die. They entertained an audience first – and their important message broke through at the end. People noticed it. In fact, Dumb Ways to Die is the most viral PSA video ever. Launched in November 2012, over 200 million people have viewed their video.
Lessons to Learn
- Keep your boring meter handy. When you are creating a marketing effort, does it feel human or corporate? Human stuff always wins.
- Entertainment comes first to make people laugh, smile, cry or emote in some fashion to get them to notice you. Grab the audience’s attention by getting your audience deeply engaged and caring. Then share a message.
- Notice what draws your attention. Watch what catches your eye. Catch yourself in a “marketing moment” when you realize what the ‘hook’ was that got your attention. Learn from your experiences.
- Facts rarely convince people to act. Emotions motivate behavior.
How is your marketing challenging the norms of your category to stand out?
A tip of the hat to Jay Acunzo who first brought this story to my attention on his spectacular podcast, Unthinkable. You can download it from iTunes.
Need assistance finding ideas that will entertain and educate your audience? Is your marketing a bit too boring and safe? I’d be happy to bring my creativity and edge of the box thinking to your brand. Text or call me at 919 720 0995 or email me at jeffslater@themarketingsage.com
Photo credit: Dumb Ways to Die
