When You Bore Customers, You Lose Customers

Here's a no-brainer: If your marketing message -- whether delivered via website, direct mail, event booth or in-person pitch -- bores customers, it fails. Recently, Brian Ladyman, a consumer engagement leader at Slalom, penned an article for iMedia Connection with tips on how to avoid slipping into the yawn zone of marketing. His advice was geared to B2B marketers, but it works for B2C content, too. See if you can pep up your marketing by doing some of the following: Make sure your core value proposition is the core of your message and avoid losing audience attention by piling on the meaningless buzzwords even if, especially if, your competition loves them. Make it real and show how your product or service delivers benefits with examples and success stories. Stand out by picking a competitive advantage to highlight with engaging content. Ladyman lauds Volvo's use of a martial arts star to focus attention on the precision steering of its large trucks as an example. Offer choices in what information customers get and how they want to get it. Have you adapted your message for video and mobile formats as well as basic print and online, for example? Chase away boredom by engaging in an interactive relationship with buyers through humor, entertaining visuals and dialog. Take a look at your social media and event efforts with that in mind. For all Brian's tips and examples, go to http://www.imediaconnection.com/content/35982.asp#singleview.