Pointing your marketing compass 'due customer'
An axiom is a basic truth. A universally recognised principle.
Here's one communications axiom truth: your clients and prospects must be willing to listen and learn about your product or service.
Is it possible that you've been clinging to the hope that your marketing communications are being soaked up by an attentive - or even appreciative - audience, but the reality is that you are talking to an empty room?
Well the bad news is that it's not just possible ... it's highly likely.
Your audience are taking active steps to filter your messages out of their lives. It's not just you, but all sales messages. They are shutting you out in any number of ways, from 'Do not call' lists, advertising-skipping Foxtel IQ (in Australia) and TiVo, even down to the 'No unaddressed mail' signs on their letterboxes.
So what is the solution? How can you get your message through to clients and prospects?
At Image 7 Group we often spend a good deal of time matching communications to their physical environment. What will the target audience be doing when they receive this message? How much time have they got? How much attention can they give?
When do your clients and prospects slow down long enough to absorb your message? During the news. People will spend time learning about things that interest them. Combine this fact with our already established truth that prospects actively filter out 'sales' messages and the needle on your marketing communications compass swings to a new bearing ... 'due customer'.
Transform your marketing communication into news and information.
If that's how your clients and prospects want to learn about your products and services ... don't fight it. Let them find out on their terms.
We call this trend 'Long-Form Communications' and it comes in many formats. Public relations, media relations, in-house newsletters, e-newsletters, white papers, a new breed of electronic brochures ... the list goes on. But it's not about the media, it's all about how you construct the message and deliver it to your audience.
Organisations that work from the axiom truth that their prospects must be willing to listen to their sales message, are changing their course to stay aligned with clients and prospects. They are re-orienting themselves and pointing their marketing compass 'due customer'.