People in business (such as you and I) are often busy trying to get people’s attention.
- Getting new clients
- Tweaking an ad to get a bigger response
- Building your email list
- Changing the layout of your website for higher conversions
These are all examples of trying to “grab” people. I am a fan. It’s essential, really. But I was talking earlier this week with a friend on Facebook, and she said something that disturbed me. I was making fun of this ad. Thank you Gunes for bringing this ad to my attention!
I pointed it out as an example of perhaps the worst marketing in the world at this particular moment. Most people agreed. Many were appalled. A few were disgusted. But this girl said “Well, at least they got our attention. Mission accomplished.”
Getting people’s attention is NOT the goal
Is this where your primary focus lies? Is your main marketing objective to get people’s attention…at any cost? If so, I have a simple question for you. The question is, “And then what?”
And then what?
After you have someone’s attention, what then? Have you put so much force into getting their attention that they are now offended? If so, how are you going to convert that attention into a sale? I don’t see it happening.
There is a saying that “any publicity is good publicity”. People cite public figures like Howard Stern and say all the negative press actually grows his listener base. OK. But consider Howard’s objectives. His entire goal is to get people’s attention. It is his only objective. Very, very few of us are in that boat. I’m not criticizing the dude; I’m simply pointing out that you need to compare apples to apples.
If you’re a shock jock or the frontman of a rock band, go on right ahead and continue making an ass out of yourself. But remember that Howard Stern is not you, and you are not him.
Can you imagine what the world would be like if EVERYONE was a shock jock? Oh my goodness.
But that’s what many companies try to do. Their sole goal is to get your attention. Consider the EFFECT your marketing is going to have on others. Remember your REAL goal is not to get attention; your REAL goal is to make sales. The two really can be mutually exclusive! And don’t forget your BIGGEST asset…the biggest asset that most business owners completely neglect…