It’s never been easier to reach the people you want to reach in business.
So, as a result, the ironic truth is that it is also now true that it’s never been more difficult.
You see, because of the instant nature of modern communication, there has never been so much NOISE as there is now, both in the mind of your prospect, and in YOUR mind.
As a result, you have to be somewhat relentless about it.
Yes, we’re thick into the holidays now, so none of us should be under any illusion that we’re going to be able to make any massive changes or breakthroughs in our marketing communication over the next couple weeks. BUT, this emerging NOISE reality is something that you and I should be planning to carefully consider as we begin to make plans for 2017.
Therefore, as you and I do so, I’m sharing with you some of my thoughts. Would love to hear yours.
Marketing In An Age Of Digital Noise By Michael Kessler
“Never, never, never, never give up.” – Winston Churchill
This has never been more true: Never underestimate the enormously difficult task that you have of first, capturing your clients’ and prospects’ attention, and second, getting them to take action.
I’ve read that each of us is exposed to well over 3,000 advertising or marketing messages every day.
Friends pay attention to friends, and they rarely pay attention to strangers. That’s why it’s so important that you start to develop a close relationship with your clients and prospects, so that you can get your message across to them when you need to.
Whether by a monthly printed newsletter, or a weekly email, or your other marketing efforts (online and offline) … all of these are “tools” designed to keep YOU “top of mind” with your customers, so that when they have a need, you’ll be more than just another solution for them. They’ll either know you personally or feel that they know you.
You see, your clients and prospects are being bombarded with “noise” all the time. Family issues, work issues, the economy, global conflicts, elections, their 401(k)s plummeting (or skyrocketing), job losses, rising mortgage rates, the housing market, smartphones, text messages, email, TV, radio, mail, billboards, newspapers, voicemail, push notifications, magazines, Facebook, Twitter, phone apps, fax, etc. — battering them ALL AT THE SAME TIME.
How do you expect to cut through all that clutter in order to get your very important message across to them, if you’re just sending them a letter, postcard, or an ad only every once in a while? That kind of marketing just doesn’t work anymore.
This is a brand new business ecosystem with brand new challenges, and the same old marketing stuff just ain’t going to cut it anymore.
It’s time to roll up your sleeves and get to work revamping your entire marketing plan. Because you must cut through that clutter in a relevant way.
So make sure that you are leveraging all of these relationship-building tools now available to you. Fortunately, they abound. But it’s time we all use them, and get through the noise to form real relationships with our Long Island and Stamford customers.
I’m planning to continue in this with my clients and I hope you make the plan to do so as well.
As always, we’re here to help.
Feel very free forward this article to a Long Island and Stamford business associate or client you know who could benefit from our assistance — or simply send them our way? These particular articles usually relate to business strategy because, as you know, we are Profitability Consultants also specializing in tax preparation and planning for Long Island and Stamford families and business owners. And we always make room for referrals from trusted sources like you.
Michael J. Kessler, CPA
PS–Join us for our show Business Profits In The Real World Saturday afternoons at 4 on 103.9FM WRCN where we bring you Long Island and The New York-Metro’s most successful business owners sharing how you too can bring your business to among the most profitable in your industry. No radio? No problem! Listen live at LINewsRadio.com – or can’t listen live? Hear our past shows at MichaelKesslerCPA.com
Michael J. Kessler, CPA | 2234 Jackson Avenue #203, Seaford, NY 11783 | (516) 449-2852
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