Gain Prospects Attention by Gaining Their Permission to Market to Them
Seth Godin’s 2003 book, The Purple Cow, presents his belief that creative advertising is less effective today because of clutter and advertising avoidance.
In the book, he focuses on what marketers need to do to overcome this challenge: create “remarkable” products, services, and advertising – things so extraordinary that people can’t help but notice them. A.k.a., Purple Cows.
While 'purple cows' is certainly an approach, there are others, one of them being inbound marketing, or content marketing.
Godin’s approach to being remarkable in order to stand out from the crowd is interesting, but it’s the tenet that marketing is ineffective because of clutter and customer avoidance that we’re going to talk about today.
The Purple Cow was published over 10 years ago, and the proliferation of media hasn’t become any less. In fact, it’s worse and not getting better any time soon.
The media landscape has become so insanely cluttered that there’s a magazine, TV channel, radio station, and website for every conceivable interest.
Not only are there more channels but these channels have become their own advertising medium.
How crowded is the media landscape?
Below is a simplified timeline, courtesy of HubSpot, of the appearance of advertising in major communication channels.
Not only has the media landscape grown by type, but each type has grown exponentially by volume.
In 1920, there was 1 radio station. In 2011, there were 14,700
In 1946, America had 12 broadcasting TV stations. In 2011, there were over 1,700
In 1998 (over 15 years ago!), the average consumer saw or heard 1 million marketing messages – almost 3,000 per day
In 2014, there are 1,500 stories competing to show up in your personal Facebook News Feed at any given moment
Because there is soooo much competing for your prospects’ time and attention, it is paramount that you proactively provide your customers what it is they want (Tweet This!). There are two ways of doing this:
For this reason, interruptive advertising and cold calling isn’t going to work anymore.
A much more effective internet strategy is to gain your prospects’ permission.
By aligning the content you publish with your customer’s interests, you build trust online and can earn permission to market to your prospects.
This creates a direct line between you and your prospect, allowing you to cut through the advertising and marketing clutter.
At this point, they are much more likely to respond to your offer, become a qualified lead, and close into a customer.
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