If you make music, run a business or non-profit organization you are probably aware by now that you need it to be seen by the right audience. Thus you need a certain group to pay attention to your product, service or cause before they can decide to pay money for it.
In this article I will help you to understand how best you can make people pay attention then get paid in monetary terms. I will use text and picture examples to illustrate. Stick around to the end of the article.
Ideally people cannot buy a product, service or assist a cause they have never heard of even if they are the people in need of it. Notice I am persistent on this “right people” or “right audience” phrase because the more people that really need your service that hear about it, the more the marketing efforts pay off.
It is almost futile to try and sell slimming tea to Ethiopian athletes. You’d be better off showing off dance moves during an unscreened radio based interview.
Now in this clutter it’s really difficult to get a lot of clout and cultivate a cult following. Everybody is a toddler again, waving “look at my product” and “look at me”. There is so much talk about standing out and being unique. Which I will touch on in this piece?
What I know is attention that doesn’t germinate into engagement is useless. Just because you managed to get eyes on a product, doesn’t mean you made them connect. In fact you may even have repelled them.
What is attention without engagement with emotion?
Harnessing The Attention
There are obviously different approaches to harnessing attention toward different businesses. I will give away a few ideas to illustrate.
A company that sells fitness supplements can for instance sponsor a popular Youtube channel which already teaches people fitness routines. Since the demographic which subscribes to that channel or would search for such has already shown interest in fitness they are likely the “right people” to be marketing the product to.
In the medical field, people are not allowed to advertise blatantly. A dentist can visit companies or organizations however and teach about good oral care, maybe conduct some free examinations and leave his business cards. Now since everyone has teeth, the day any of the attendees get a dental problem they are more likely to remember the one dentist who came to teach than the one who stays put in his office.
Location, age, market size and interests all come into play. These metrics are useless if the core need to be addressed is unclear. Once the core need of this group is understood, a solution based product or service should be created and it will not be very hard to market in the eyes of the demographic that needs it.
Well because they already need it. It is not an issue of convincing them that they do or forcing them to surrender to it. It’s just a science of getting before those who know they need it and also educating those who did not realize they needed it.
Court Attention > Engage > Pitch
Those who didn’t realize they needed it?
Some people are unaware of a problem or need they have or should guard against. It can take informative marketing to get them to know the problem first, then demonstration how your service or product eliminates or prevents the problem.
This may be tricky as it may sometimes come off as manipulative. I mean you can’t just come and tell me about a new strain of bacteria that has supposedly reaped thousands of families apart then in the same breath pull out a herbal product which you claim solves the problem.
In other words, I think it’s better to give the information separately. No sales pitch. Allow that audience to research if what you said is true from other sources but capture their information so that you can contact them after some days.
If the problem you solve is indeed true then by then they won’t have problems accepting that they need it.
The Need To Stand Out
Most things that stand out are disruptive to the common pattern which blends into the clutter. Some disruptions are harmful whilst some are benign (harmless). I encourage benign disruptions.
A benign disruption is like when Lady Gaga went to an award show in a dress made of fresh meat. To be fair, it harmed nobody except the cow, but it still made the news.
Well it doesn’t even need to be your own benign disruption. Look at how Nandos cashed in on this one.
A malignant disruption is like when Kanye West disrupted Taylor Swift’s award acceptance moment. I am not sure if this was done as a marketing strategy or it was genuine, however I do not encourage it. You need to be creating more friends than enemies in your over-all strategy.
Depending what you are marketing and whether you are a non-profit, Instagram model, artist or airtime vendor, what consists of a benign disruption differs.
Some men did a protest against circumcision by jogging in white apparel. The benign disruption was a big red stain at the front of their shorts.
If you harness all this attention and not pitch a product then it’s futile. The motive of harnessing all that attention is to pitch the cause you want people to care about.
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