It’s increasingly difficult for marketers to stand out in the crowd. There is so much competition, and people are bombarded from all directions by pleas for their attention. That’s no reason to give up, however. On the contrary, you’ve got to put in extra effort to ensure that you get noticed.
Once you’re noticed, you’ve got to grip on tightly to stay interesting, informative, and entertaining. If you loosen your grip, even for a moment, people will move along without hesitation.
Whether you’re trying to attract new customers, sell a new product or service to existing customers, get some much-needed press, or appeal to potential business partners, you should utilize plenty of personalization to get noticed. We live in a post-modern marketing environment. Even the average consumer is aware of promotional techniques and the basics of advertising theory. They recognize a form letter a mile away. If you make your interactions personal, you demonstrate that you actually care about the person you’re interacting with.
Research a person’s goals and attributes with social networking, and communicate with them directly. If you can, address people by their names. Treat them as people, not commodities, and they’ll reward you with their attention.
Nothing will destroy attention like boredom. You’ve got to find an appropriate balance between substance and entertainment. If you’re all show, you may captivate your audience, but for what? If you offer tremendous value but lack the flair to get people interested, they may never even realize the value is there. Use your creative capabilities to separate yourself from the competition. Look for ways to merge your passions and draw parallels between subjects that are seemingly unrelated.
Remember, though there may be nothing new under the sun, your perspective is what creates your unique selling proposition. Spice that up with some humor and emotion and people will naturally be drawn to what you have to say.
Make yourself and your business as accessible as you possibly can. This means taking the time to build and maintain a social media presence, making it easy to contact you from your website, and being responsive. It also means putting your information out into the world in as many ways you can think of. Make sure your website is mobile friendly, and combine modern methods like QR codes and SMS marketing with old-school methods like flyers and billboards.
Be Persistent and Lead, Lead, Lead
Sales is a numbers game, but the best salespeople know not to give up until they receive a hard no. Even then, persistence can pay huge dividends. Be direct, and take charge during the sales process. People like to be led, especially when they’re confused about which direction to take. Step in and fill the role that they desire. Don’t give up. It’s easy to lose track of things nowadays. Don’t be afraid to offer reminders until you get the response that you’re seeking. This doesn’t mean you have to be annoying. But there is a fine line between annoyance and persistence. It’s always a good idea to lean toward the latter if you really want to shine a spotlight on your product or service.
It may seem daunting to generate attention in such a competitive environment. Stay focused on improving the efficacy of your methods, and creating a consistent brand image that accurately reflects your ideals. Be honest and entertaining and people will find you compelling.
Matthew Toren is an Award Winning Author, Serial Entrepreneur, and Investor. He Co-Founded YoungEntrepreneur.com along with his brother Adam. Matthew is co-author of the newly released book: Small Business, Big Vision: “Lessons on How to Dominate Your Market from Self-Made Entrepreneurs Who Did it Right” and also co-author of Kidpreneurs.