I reached anyone I wanted with these razor sharp messages

Imagine you are on a train station, it’s packed with people, everyone’s busy, there’s noise everywhere, people rushing everywhere like in a beehive. For some reason, you need to get the attention of a certain person. 

So how do you do that? How do you make sure that that person notices, stops, raises their head and looks at you through all that clutter?

Problems with dull messages

This train station is a metaphor for today's marketing world.

It’s so crowded, filled with ads everywhere, even if you try to scream you will be pushed back by the noise.

The problem is there are sooo many people doing marketing, but luckily for you and me, they don’t know how to do marketing.

This is because they are good at their work, making desks, cutting grass, fixing people's backs…

And, since they find it hard to make ads, they start copying the competition.

But guess what?

The competition also has no clue how to make ads.

And this goes into an endless loop of incest ads that make no sense, and just clutters the space.

Infinite loop of dull messages

Take a look at local businesses, let’s say real estate agents.

All of them always say the same thing, A huge headline screaming their name, or “Sell your house with US”.

There are also the more advanced ones, “Call us for a free valuation of your home”, “Call us and let us invade your privacy, and tell you well it’s gonna be about this”.

With no idea how to do marketing they copy each other, and that’s how the loop began in every single industry.

The funny thing about this, 

This has been going on for over 50 YEARS, and will probably go for at least 20 more.

So, how do you finally cut the loop and reach people effectively?

Escaping the loop

Luckily there’s a few things you can do.

Everyone’s heard of McDrive (McDonalds Drive Thru), well originally it was used for banks, and pharmacies. 

They copied the idea from another industry. 

You’re probably wondering, why should we copy others if that’s how the infinite loop was created?

Well, you have to be careful there, if you can copy a bad ad you can also copy a good ad.

Also make sure you don’t copy it word for word.

Another way to make people notice you is to say something that will make them sit up.

The best way to do this is making it clear  we understand them, we understand their problem.

If you are a chiropractor, you will probably say “Does your neck hurt?”

Now you’ve grabbed their attention, and you can build on that. 

They know you can help them, and that’s why you should focus on them, not you…

Another reason why people copy each other,

They don’t want to turn anyone away.

Since you need to focus on your target, that means you have to turn others away.

That’s the best way to cut through the clutter.

Remember, if you sell to everyone… you sell to no one.

Our solution

If you feel like you are stuck with your marketing or it can be improved, feel free to contact us for a free marketing analysis.

No obligations, just some advice you can use.

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