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Nobody Wants to Read Your Marketing. Nobody.

February 5, 2014 By Brian Ladyman
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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!"
 

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