The real fight out there, the one that is for most businesses ‘make or break,’ is not for likes, or new friends, or how many social media feeds you showed up in, it is for attention.
The problem with attention, is that it is transient, hard to get, and there is no saving it up for later.
Use it or lose it.
To win that fight for attention, or at least have a shot at the title, there is one rule to remember and implement.
Nobody cares about you and what you care about.
There it is, in 9 words, could be better at 7 if you cut out ‘you and’ .
Perhaps your Mum cares, and your partner, maybe your few really close mates, nobody else.
They are all too busy caring about what they care about to be worried about you, someone they do not know, or occasionally may know superficially.
Why is it then that we spend so much time telling others what we care about on our landing pages, brochures, advertising platforms, marketing collateral, and websites?
Usually in my experience that mistake comes from one of two places, often both:
- You do not know who you really need to talk to well enough to communicate with absolute clarity why they should give you some of their valuable attention.
- You are covering your arse in case someone higher up in the place asks ‘what about….’
Both are short sighted, and revenue destroying tactics.
All forms of marketing activity and material have one purpose only: to contribute to the generation of revenue.
Nothing else. Nada. Zilch. Generate revenue or go home.
What contributes most to generating revenue?
Easy: someone has a problem, and in the first glance, on your website, or brochure, or whatever it may be, if the answer to their problem, in 10 words or less is there, they may stop. Even 10 may be too wordy, some with the problem will have skimmed over it and moved on to someone who expresses their solution to their problem with greater clarity.
Outside your family, and close circles, nobody cares. Until they need you: then they care, and occasionally when you get your marketing ducks in a row, offer you the opportunity to gain their attention.
Cartoon credit: Hugh McLeod at gaping void