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Attention is Filtered...

One of the most renowned marketers in the world Seth Godin says, “smart companies abandon worry and embrace change”. This post is inspired by some of his thoughts on marketing:

People see right through fake. These days everyone in every type of business needs to be a marketers. From the sandwich guy down the street to the kids trying to be different by selling Kool-Aid instead of lemonade. As a result, a lot more bad marketing is in the air.

There’s no rulebook to great marketing. In fact, the greatest marketers are the ones who take the supposed “rulebook” and toss it out the window (or probably something more unique like light it on fire or cut it up into an art piece). As difficult as it is, marketing is a necessary component of every business.

Marketers think that the more they can get their messages across, the better—but let's face it bus ads, bench ads, banner ads will usually get ignored. Interruption marketing rarely works (unless you’re showcasing puppies or babies).

You have to ask to access consumers. You have to put your offer on the table and leave it there, hopefully wafting temptingly in their direction so they want to look at it closer. Attention is filtered. You have to earn trust before consumers are willing to listen.

So, how do you get heard? By being consistently remarkable.

Sure that’s a tall order, but just look at companies that have managed to do it. The first one that comes to our mind is Apple. They have people lining up at their doors when they release a product. Why? Because they never disappoint. And they’re unpredictable. Their innovations are worth sharing. People get amped up over leaked information. Often times it’s a simple scribble left accidentally on a bar napkin by some tired Apple Genius. But nevertheless, it spreads. Apple is trusted. People know that, when their new products are finally released, it won’t be average.

And Apple has swagger. They know that they’re excellent at what they do. And how do consumers respond? By trusting them more. Confidence is an indication of quality. Because consumers aren’t dumb. And they know that marketers won’t boast a product unless it can stand up against the competition. Cant have Swagger without substance!

Visit Printech's website for more ways to market your business!

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