What You Need To Know to Thrive While Most Flounder

Trying to get your message through to potential clients isn't as easy as it once was. People these days are bombarded with communications from all manner of media. And as technology advances, that will only increase.

On the other hand, it means that your competitors must struggle just as hard as you to get their messages through — resulting in a more level playing field. Regardless of your size, you have the opportunity to dominate your market, because even companies with the largest advertising budgets must fight to be heard.

Companies that understand the rapidly changing marketing landscape can rise above the din of all this media by using marketing strategies that engage customers and bring value to them. Companies that don't understand the paradigm shift will be left to fight over the table scraps of attention left behind by frustrated and annoyed consumers.

Has marketing really changed that much?

Yes and no. There are two distinct and important forces at play in marketing today that lead to confusion and communication failures.

One: Marketing really has changed.

There are several reasons why marketing has fundamentally and permanently changed. Some of the big ones:

• Technology has given power back to the consumer and decentralized the distribution of information.
• Increased competition has created so much noise it is much harder to get through to your potential customers.
• Aggressive marketing has angered and annoyed customers.
• The rise of social networks has created tight-knit groups who rely on each other rather than media for their information.

What does all this mean?

It means that it is harder for marketers to reach their target markets, and that both businesses and consumers don’t want to, and don’t have to listen to ads or other types of communication messages. If you want to break through, you have to offer so much value — either tangible or intangible — that your potential customers actually want to listen.

The Cycle of Frustration

Two: Marketers have forgotten the basics.

Even if you hold tight to the belief that marketing isn't changing, the fact is that some current marketing methods are simply not effective, and never have been. When things were booming, it was easier to cover up poor communication with clever marketing gimmicks or a fancy logo. Those days are gone.

Imagine a conversation with a friend in a restaurant. You can usually hear what the other person is saying and understand their message. But if someone suddenly cranked up the restaurant's sound system to the point of drowning out your friend's voice, you'd still know that your friend was speaking because you'd see his or her lips moving, but you wouldn't be able to make out a word of it. That's exactly what's happening in marketing today.

If you want to communicate in today’s world, you have to get your prospect’s attention and make them want to hear what you have to say so that you can step outside the noisy room and have a more private conversation.

Here are some of the key basics that are being overlooked by most marketers:

• All consumers want to make the best decision for their situation; they want credible, concise information that shows them how to make a better decision.
• Marketers need to be respectful of their customer’s time and attention.
• Interrupting your customers based on emotional hot buttons related to your product or service will get higher response.
• “Branding” is not an excuse for poor copy or meaningless ads with no call to action.
• As a business, you need to track and test all of your marketing!

You can save a lot of money and grow your business regardless of the economy if you understand what is happening in marketing today and what to do about it. Throughout this website and in our newsletter, you will find free information to help you get through to your prospects. It’s not easy, but with a little insight, it is easier than most businesses think.

Here are some other key concepts to help you navigate the noise:

Why Marketing Fails (link)

How to Get Results From Your Marketing (link)