Nearly 7 in 10 people say they receive too many marketing messages. Yet, the marketing keeps
coming.
They've had enough.
Your customers and prospects are taking their attention and stashing it deep inside a castle, and then building a moat around that fortress.
If your connections are unsubscribing, ignoring, and deleting your marketing messages.....that's the moat at work.
We've learned from history that you cannot attack a castle with a moat head-on. Yet, total marketing message volume went up FORTY PERCENT last year alone. That won't work.
But, all castles - even the ones with moats - have doors and drawbridges. How else can you bring in geese and turnips (or whatever people in a castle eat)?
Drawbridge 1: The Right Message
Broad is flawed. The days of trying to reach the biggest audience are largely over. Now, you must reach a tighter audience for whom your information feels perfectly tailored.
Drawbridge 2: The Right Messenger
Messages from real people are more trusted and more effective than messages from "the company." Can your customers relate to the people in your messages?
Drawbridge 3: The Right Modality
You can make marketing messages in a lot of different formats. Which works best? Typically, video will outperform over time, especially among younger people. Are you making content in the formats that your audience prefers?
