…he leads him down the hill… (silence…) John?, Can you hear me? John?
Rats! He’s gone. Darn cell phone!
This scene plays out all the time. A cell to cell phone conversation where the connection drops. I find this happening where I am having a conversation and the line drops, so the two way conversation turns into a monologue.
Is this spotty connection also playing it’s self out in your customer communications?
The biggest challenge we have today with marketing and sales communications is the ever increasing difficulty in maintaining the attention span and conversation with the customers. We are all overwhelmed with the amount of information overload that comes to us everyday.
Smart companies are now analyzing their content to make sure it attacks the attention of the consumer or customer and then constantly reconnects to them during the buying cycle.
Effective content must do four things:
- Connect – it must activate the reticular activator in the brain. Forcing you to pay attention
- Engage - now that you have the customer’s attention, you now must keep it by telling them, come learn more.
- Educate – you need to teach the customer how to buy from you. Tell them the things they need to know.
- Offer – This is the call to action. Unless they are ready to buy, this call to action must be to offer more education.
Each of these are blog topics themselves and I will walk you through this process over the next four days.This is not new science. What is new is the fact that this is now a two way conversation. Marketing is not a monologue.
If you want attention, you must pay attention and constructing your content so it works for could be the most important thing you do in 2009.
Don’t let your communication to your customers end up like the cell phone conversation, a dropped line and when you call back, you cant reach them
Connect with you tomorrow.
