Attention can be a debatable term; if all you want is someone looking at you, then stick a doctor on a billboard advertising their favorite brand of cigarette. Guaranteed attention.
The art of remarkable marketing comes from the simplicity and in-depth nature of the framing of a story. Seth Godin coined the process beautifully in his best seller, Purple Cow, where he identified that in an overcrowded marketplace it takes a purple cow to stand out.
The reality of marketing can be boring, especially when you look at it as a mass market.
There’s nothing more frustrating than clients saying they want to market to everyone. While this isn’t a bad thing for them to want, in fact it would make life a lot easier; it is a lack of education on the process. Fifty years ago, this was the case; create advertising aimed at everyone, buy television time, take money gained from the TV advertising, and do it again. Mass marketing was easy; there were only three main media outlets: radio, TV and billboards. But in today’s world, where we have micro markets (smaller groups of people paying attention to a wide range of media outlets), we have to be more direct with our advertising.
Simon Sinek, a thought leader and a best-selling author, sums up perfectly whom you should be marketing to: “The idea is not to do business with people who need what you have, the idea is to do business with people who believe what you believe.”
When you put your message out there, if it’s authentic (spoken about later) untainted and remarkable, you’ll find your audience. Once you’ve found them, it’s time to nurture them and find better ways to communicate to them on a deeper and more honest level.
Stop-you-in-your-tracks marketing – it used to be a busty lady, drug references and inappropriate irrelevant content (no wait, they’re still trying that) just to grab your attention. Due to the desensitized world we live in, it takes a bit more than a poorly timed joke to peak our interest or invoke any desire.
Obviously this still goes on, usually to the detriment of the advertiser, but it is far easier to produce something loud and confronting and apologize for it later than try to produce something intelligently simple that creates desire and action. This kind of advertising strategy does seem more present in larger companies, purely because they’re already well established and don’t really need to create action but rather keep the awareness for the brand up.
As well as being desensitized, people are also inherently suspicious of a scam and will smell that oily slicked back pitch a mile away. Despite popular belief, you can’t make people buy things from you; you can however enforce a need they already have. How you do this is by framing your marketing pitch to the right audience that will pay attention to your message.
Remarkable marketing comes down to a lot of factors:
One element is essential: your authenticity. As mentioned previously, you can’t force people to buy, you can only enforce a need, but if you manipulate the truth or exaggerate your offerings – in other, words being unauthentic – you can ‘trick’ people into buying. This, however, is in its most basic form manipulation and what gives marketers and salespeople a bad name.
Manipulating people is the quickest way to spread a toxic message to the rest of the market, crippling your chances of ever recovering or growing in your respected industry. By honing in on your authenticity, you can quickly establish your market of people who believes in you and your offering. These people will be your soldiers in the field, your voice to those that you can’t speak to.
These people are also what is commonly referred to as the innovators or early adopters. Now, you may not be aware of the product adoption curve. In the simplest terms possible, it breaks down consumer groups.
By targeting these groups, you get an army of influencers, unpaid marketers pushing your service or product to anyone that will listen.
By giving consumers an authentic story they can tell others, you’ve given them something to be passionate about. Because of this, the marketing itself isn’t what’s remarkable; what’s remarkable is that they are passionate enough to tell you about it.
So when trying to create remarkable marketing, here’s some things to keep in mind.
And remember, reality can be boring, so make it a bit more interesting for people.