5 Tips to Sell Media Multitaskers
How many gadgets do you juggle simultaneously? Assuming you're like most people, you're on your laptop/tablet, smartphone and other media devices checking email, texts and social media at the same time. And so are your prospects. Their mind (and your mind) is multitasking a lot. But here's scary news: You could be shrinking important structures in your brain. So are your prospective customers. And this is going to impact your selling success whether you like it or not.
Intuition tells us that it's tough to media multitask, that is, attempt to watch TV and be on your computer and/or your smartphone checking email, texts and social media all at the same time. If you've done it, you know you're not completely present with any one of these. Rather, your focus diverts from one media to the other with the end result of losing out on the whole story of any one thing.
New research by two neuroscientists has found that people who use multiple devices simultaneously have lower gray matter density in an area of the brain associated with cognitive and emotional control. With these new findings, there is increasing concern about how simultaneous multiple media consumption is altering our cognition, social-emotional well-being, and brain structure.
Media multitasking is also associated with emotional problems, like anxiety and depression, as well as cognitive problems, like poor attention. Gray matter is also central to muscle control, sensory input, decision making and self-control.
And there's more: we're losing gray matter which affects "executive function" in the brain. "Executive functions" include judgment, analysis, organizing, problem solving, planning and creativity. With those "executive functions," the mind can more deeply groove new memories into long-term knowledge.
So while there is reason for you, on an individual level, to be concerned about this development, as a direct marketer, you have additional challenges selling your prospective customers.
Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.