Do you want to know how you can waste a lot of money really quickly?
You can spend a lot of money on branding, marketing, and advertising that doesn’t create an emotional reaction in your target audience.
You might think that is the kind of thing that never happens, but you would be wrong.
Your marketing and advertising efforts need to be focused on creating some sort of emotional connection with your target audience, or you are going to be saddled with an expensive bust.
How can you make sure you are getting an emotional reaction?
Here are a few ideas:
1. Make sure your communications are targeted to the right audience:
If you aren’t talking to the right people, indifference is the likely outcome.
That being said, if you are targeting the right people you should turn off a fair amount of people…that’s actually a great sign, but when no one cares one way or the other, that’s bad.
So make sure you know who you are talking to.
2. Tell a story, not a bunch of facts:
One big failure that too many companies and marketers make is to try and cram just one more fact into their marketing materials.
Bad idea.
Your marketing materials must tell a story that ends with the person you are communicating with taking an action: buying, selling, voting, whatever.
So tell a story that gets your audience to take action.