Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

Nobody Wants to Read Your Marketing. Nobody.

February 5, 2014 By Brian Ladyman
8
Get the Flash Player to see this rotator.
 
They may want to skim it. They may even give it the once over to look for something of benefit. But read it? Not so much. We live in a world of increasingly shorter and shorter attention spans—140 characters, six-second videos. When I get a stack of mail, I spend about 15 seconds shuffling through what will immediately go into the recycle. When I open my email inbox in the morning, I spend the first 10 seconds clicking all the emails I will immediately delete. 

We're all starved for time, and especially B-to-B marketers need to do things differently to grab attention. How do you create an interesting B-to-B message, be heard, remembered and, most importantly, purchased by your customers?

First, a short quiz: Your B-to-B prospects/customers are _____________?
A. BDMs—Business Decisions Makers (all about the business benefits)
B. TDMs—Technical Decision Makers (all about cost, integration, platforms and maintenance)
C. Just People

Trick question. The answer is all three, but C is perhaps the most important thing to keep in mind. Last night at home, somebody you're trying to engage probably watched American Idol, CSI, Game of Thrones, or maybe even OMG Insider. Yep they just sat there in their sweats watching TV. Now that it's the next day, and they are proudly strutting about in their BDM or TDM attire, remember they are still just people. B-to-B marketers need to grab their attention as people, not just BDMs/TDMs. 

4 Practical Ways to Avoid the Trash

  1. Pay Tribute to Curly
    Curly, of City Slickers fame, said "One thing. Just one thing. You stick to that, and the rest don't mean shit." In that case, it was about the secret of life. In this case, it is the secret of B-to-B messaging. Stop using all the same buzzwords as your competitors—"fully leverage," "fully optimize," "most comprehensive," "drives maximum efficiency," "seamlessly integrated," "mission-critical," "innovative," blah, blah, blah. Think about explaining your product/service to your 80 year old grandma, then use those same words in your marketing. Does she know what "fully leverage big data" means? Probably not. Reduce the noise around your core value proposition and make it simple and clear what your one thing is.
  2. Remember Jerry Maguire
    Cuba Gooding Jr. didn't order Tom Cruise to "Talk about the money," or, "Drone on about the features of the money," or, "Describe the benefits of the money." He screamed, "Show me the money!"
 

Companies Mentioned:

8

SPONSORED CONTENT

MORE ON B-TO-B >>

FROM THE BOOKSTORE

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices covering everything from email copywriting and design to data, metrics, CRM, deliverability and more4 email case studies Email Marketing 2014 Trends, Best Practices & Case Studies

As important as email marketing is, being an expert at it is no easy task. But do not fret. Email Marketing 2014 provides the trends and best practices you need to follow. You'll find: 21 email trends charts featuring data from Who's Mailing What!Analysis of 11 effective cross-channel emails Best practices...

ORDER NOW

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy.  Mobile Marketing How Mobile Technology is Revolutionizing Marketing, Communications and Advertising

To help determine what marketers can do and should be doing with the exponential growth in mobile device ownership, Daniel Rowles gives practical and hands-on training on how to design, implement and measure an effective digital strategy. ...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: