Trouble Cutting Through the Noise?
Troubles getting your clients realize you even exist? Even when they do know you exist, are you able to engage them? These are the problems that many companies have. In this digital age, it is cheaper than ever to get your message in front of thousands of prospects. However, the problem is that everyone is doing it, and this is creating a lot of noise in the marketplace. In order to be heard, it’s not about who yells the loudest, it’s the one who has the most distinct point of view that challenges your audiences’ assumptions who is heard.
In today’s day and age, so many companies are trying out online lead generation. The problem is they are putting too much focus on the medium and not enough focus on what they are saying. Often times when we are working with new clients, they are more concerned about where you are saying things, rather than what you are saying. Even when it comes time to focus on what they are saying, they make their message so “vanilla” that it does not inspire action or thought in their target audience.
As Seth Godin points out: “You will be judged (or your will be ignored)”. So many companies are worried about what people will say about them that they say nothing at all. Alternatively, what they do say is so “safe” that that it does not even grab the attention of your audience. The problem is they are so worried about being criticized that their message is being ignored.
How to cut through the noise
In order to cut through all the noise and break through your prospects’ status quo barriers, you need to develop a distinct point of view. I am not saying that you need to be different for the sake of being different. What I am saying is make sure your audience/prospects know how you’re different in the areas that matter.
What I am saying is that you cannot play it safe, with a safe message and expect to get results. You need to grab the attention of your marketplace with a message that challenges them to think. We live in an attention economy and it’s almost impossible to get people’s attention. Therefore, you need to be proactive and get them to the edge their seat by telling them selling new and fresh.
You prospects loath change, so if you are expecting them to listen you need to show them that the pain of doing nothing is more painful than the pain of change. This means you must challenge their status quo and “scare” them into action. This cannot be done with a safe message. In order to inspire action you have to risk being criticized. Remember people respond more to the threat of loss than the potential of gain, so make sure your ROI story includes emotional messaging that speaks to the risks that must be avoided.
The Bottom Line
In order to inspire action and truly engage your audience, you have to risk being criticized otherwise you are just going to be ignored. So many companies are worried about offending people that they play it safe. Safe just does not work in lead generation.