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Marketing That Grabs Attention

Get Results: stand out marketing
Get Results: stand out marketing

Marketing requires you to first capture the attention of your prospects. If you’re unable to do so, you have no way of sharing your marketing message with them, and all your marketing efforts will go to waste.

Prospects are continually bombarded with information, as indeed we all are. To cope with the shear volume of incoming stimuli, choices are made, often on a subconscious level. We as humans tend to pay attention to things that are relevant to some kind of goal or pursuit we are trying to move towards. Everything else is ignored or filtered out from our conscious awareness, and may not even register with us.

To illustrate this point, check out this video.

Hopefully you now appreciate the fact that attention is limited, and goal focused. You ignored the gorilla because your attention was busy focusing on counting the passes of the ball. The goal required you to keep your eye on just the ball and ignore everything else that didn’t contribute to that.

Marketing to a captive audience

You might think it would be easier to market to a captive audience. For example let’s say you are advertising on the TV or on the radio or even in the pre-roll of a YouTube video. Your audience is already watching or listening, so they can’t escape your advert.

But ask yourself, when was the last time you really paid attention to the adverts in such situations. You either reach for your phone, to see what notifications you’ve missed, or you tune out, while thinking about something else.

Marketing on a busy platform

If your advertising on a busy platform, say social media, then engagement is much harder to achieve. You are then competing with everything else that can steal your prospect’s attention away. Let’s consider the example of running an advert on their Facebook feed.

Your marketing message will compete with status updates from your prospect’s friends and family. As well as engaging entertainment posts related to their interests. So you need to stop them scrolling past your advert, by appealing to their interests and/or goals.

Searching or not

Imagine you’re a florist, and Valentines day is just around the corner. You know that people are likely to be in the market for buying flowers, so presenting them with a unique offer, is probably going to get them to stop for a moment to check your advert out. If there is no special occasion imminent, then creating an excuse for them to surprise their partner may be required.

The fact that they are not actively searching for something to buy, makes the sale a little more difficult. They will probably just scroll straight past your advert, without giving it a second thought. So you may have to rely on eye-catching imagery to get them to stop and see what’s on show.

Stand out

High quality images are more attention-getting than static text, and video is often more engaging than images. You must find a way of standing out from the other content, to catch their eye.

We humans take notice of changes and differences. It’s hard-wired into us, at an instinctive, self-preservation level. If our ancestor didn’t pay attention to changes in their surroundings, it could have resulted in them being eaten by a predator. Our subconscious picks up on such things before we’re even consciously aware of it. And although we’re unlikely to be eaten when scrolling through our Facebook feed, our instinct still reacts as if we might.

So make sure your marketing message doesn’t blend in with all the other content. Make it stand out by contrasting in some noticeable way. Usually this needs to be done visually, because sound is often muted on social media. However, there is no one-fits-all solution available, only by testing alternatives can you see what works best for your particular situation.

Summary

So in summary, marketing only works if you can first capture your prospect’s attention, otherwise all your other marketing efforts go to waste. Capturing your prospect’s attention is the combination of standing out from the crowd and providing something of value in the pursuit of one of their goals.

What next

Once you’ve captured your prospect’s attention, you need to deliver a message that pulls them in to your offering, so they’ll want to find out more about you and your solution.

We’ve discussed this here: getting the sale.

Happy marketing until next time.

Storytelling Is A Gift

Storytelling in…

  • Fiction books
  • Movies
  • Dramatic arts
  • Literature
  • Kid’s play

Why is Storytelling so important?

It helps us learn how to behave in the world, via empathy.

If I know what another person’s goal is, I can also focus on that.

Place myself in the same state of mind as them.

My body reacts like their body, so I can empathise with and feel the same as them.

We feel the fear, anxiety, passion, excitement and love of the protagonist.

We can learn what they learn in different worlds, different lives, different situations.

We get lost in their world, and at the same time, escape our real life, for just a while.

Embrace storytelling, it is truly an amazing gift to be enjoyed, whether you’re a storyteller or story-listener

After all, storytelling is what makes us human.

Better Decision Making

Get Results: Productivity requires better decision making and problem solving
Get Results: Productivity requires better decision making and problem solving

Different situations impact the way we make decisions. To illustrate this point, if you’re trying to lose weight, you generally only have to consider your own motivations. For instance you have to work out how to reduce the desires that get in your way, like wanting to eat fatty foods.

In contrast, if you’re marketing and trying to persuade strangers to buy from you, considerations are very different. You’re not in direct control of what others do, you can only encourage and influence, and so there is an extra level of complexity to how you make your own decisions.

The Cynefin framework provides five decision-making contexts;

  • Simple (has recently changed to obvious),
  • Complicated,
  • Complex,
  • Chaotic,
  • Disorder,

which helps managers identify how they may perceive situations and make sense of their own and other people’s behaviour.

Get Results: cynefin framework
Get Results: cynefin framework

The Cynefin framework is based on research from systems theory, complexity theory, network theory and learning theories according to Wikipedia.

It has been used by its IBM developers in policy-making, product development, market creation, supply chain management, brand and customer relations. As well as by governments and the military along with health care research by the NHS.

Disorder

If you don’t know where you are, if you feel lost, you are probably in the domain of disorder. Within the domain of disorder, there is no clarity about which of the other domains apply to your current situation.

You may experience multiple perspectives, that could all equally be valid. “Leaders may argue with one another and cacophony likely rules”, says Snowden and Boone.

To find a way out of this domain, you must break down the situation into its constituent parts and assign each to one of the other four realms.

First gather information, then identify the domain and move on.

Don’t fall into the trap of believing everything is simple and ordered, or that past success makes you invulnerable to future failure. This is a big mistake, because before you know it, the chaotic domain will drag you into a crisis.

Chaos

When the s**t hits the fan and all hell breaks loose, the first response is instinctive, the freeze, flight or fight response kicks in. It’s our  primordial response for self preservation.

In this domain, cause and effect is unclear, and too confusing for knowledge based responses. In fact, previous knowledge and experience is only partially useful in chaotic situations.

Remove yourself from danger, in the first instance, try to regroup and do what you can to move from the chaotic domain into the complex domain, using novel practice if you have to.

Action mode

  1. ACT really…trust your instinct….get out of the immediate danger zone
  2. SENSE once out of the immediate danger zone, assess the situation and determine your next steps.
  3. RESPOND take action to move your problem to another domain

Complex

In this domain, the relationship between cause and effect is only possible through retrospective analysis. It’s a case of the truth being out there somewhere. There are no right answers, as such, we can draw only instructive patterns from them. The best way to navigate in this domain is through trial and error, via experimentation.

We often have to engage in emerging practice, where the path will be created with every step taken. It’s a case of testing as you go and seeing what works and what doesn’t, and learning from your failures.

The complex domain represents the “unknown unknowns”.

I was introduced to the concept of complexity when reading “Brave new work by Aaron Dignan”, where he discusses how companies can become more “adaptive and human” by becoming more “complexity conscious.”

Let’s assume you’re a marketer who wants prospects to buy your product. What do you need to do to get them to act? You can only encourage them to buy from you if you match their buying criteria. You must present your offer in a way that compels them to make a purchase. It’s important to realise that it’s not under your complete control, as with your own actions. If they like what they see, they may buy from you, providing the price is right, they trust you and you’ve given them enough reasons to part with their hard earned money.

Action mode

  1. PROBE experiment – evaluate – repeat. Gathering knowledge
  2. SENSE dive into the new and determine next steps
  3. RESPOND take action moving the problem into the complicated domain

Complicated

In the complicated domain, the relationship between cause and effect may consist of a range of right answers, rather than just one. It requires some expertise to navigate in this domain, like you would find with engineers, surgeons and lawyers. It’s the domain of known unknowns.

You’re looking for an expert to show you the best way.

You can make use of a blueprint to get from A to B.

It’s a case of 1 + 1 =2

Action mode

  1. SENSE the problem
  2. ANALYZE the problem and roadmaps
  3. RESPOND with a plan

Simple

In the simple/obvious domain, the relationship between cause and effect is clear cut: if you do X, you can expect Y to happen. It’s the domain of the known knowns.

Snowden and Boone (2007) offer the example of loan-payment processing. An employee identifies the problem, for example, a borrower has paid less than required, the employee categorises it, by reviewing the loan documents, and responds by following the terms of the loan.

It is the domain of the 1 way solution. A simple case of 1 + 1 = 2

Action mode

  1. SENSE the situation. Establish the facts.
  2. CATEGORISE the situation into a known bucket
  3. RESPOND with a well-known solution, following the rules or applying best practice.

Sometimes you can move through these domains, other times a particular decision lives in just one. The main takeaway is to understand that all problems are not equal and that different approaches are required for different situations.

For more about making better decisions check out our other posts about decision making here.

Stand Up And Be Counted

Be the change you want in the world

Stop blaming and complaining

Take on the responsibility of making the world a better place

Just a smile to a stranger can make a difference to someone else’s day

A supportive word instead of criticism

Look to add value to someone else’s life

stop just pointing out problems, anyone can do that

Instead provide solutions, bringing them from conception to implementation

There are so many problems in the world, we need people to stand up and be counted

Overcoming The Status Quo

Get Results: force field analysis
Get Results: force field analysis

The status quo seems to have around it some kind of gravity force, which holds us back from moving away from it, towards our goals.

It’s the duel force of fear and anxiety which comes along with the uncertainty of what might lay ahead, particularly when we’re doing something different or new.

It’s so much easier to play safe and stick with our current routine. In our present situation or circumstance we know what to expect, and we know we can deal with most eventualities. There is nothing too scarey to worry about.

Humans don’t deal well with change, it’s fear inducing to trample unexplored territory. There are too many monsters lurking in the darkness, metaphorically speaking.

Our survival instincts have conditioned our brains to avoid anomaly and change at all costs, and the easiest way to do this is to play it safe. Do what we know and keep doing it as long as we can.

At the same time, we like to experience good surprises, like the unexpectedly win or gain of something we value. So uncertainty is good as long as it’s a promise of good.

So wandering away from the status quo is possible, providing we have something positive enough to aim for.

All change has within it, potential, which can be either good or bad. There are risks and dangers, as well as possibilities and opportunities.

We have to find a positive reason to make change, and we have to have the vision of a better alternative than the one we are currently experiencing.

We also have to believe that the cost of not pursuing our goals will deliver such regret that we just won’t be able to bear it in the years to come. This kind of fear propels us forward, rather than holds us back.

Finding the motivation to take action is all about shifting mindset. It’s about hacking the way we think, from something that holds us hostage, into something that opens us up to a new, exciting way forward.

If you want something enough, you’ll find a way, if not, then maybe you just didn’t want it enough.

What Is Important To Do In Life?

Get Results: when we care we share
Get Results: when we care we share

Having direction, gives meaning in life and results in positive emotion.

What should be? We’ll call it point B.

What is? We’ll call it point A.

How to transform A to B.

Be the Hero that voluntarily goes into the unknown, to learn what needs to be learned to convert A to B.

Be brave enough to deal with the dragon of fear and bring back the treasure that you find there, to improve your society for the good of all.

In a nutshell, this means being a problem solver. Start by solving your own problems; figure out what’s holding you back from the life you’d rather be living, and find a way of conquering them. Whether it be fear of failure, fear of disappointment, fear of being conflicted, lack of self-confidence, if you’re not where you want to be, something is holding you back.

Once you’re able to deal with your own problems on an ongoing basis, you can use the same principles that have helped you, for the benefit of other people. You will then be a master problem-solver, the Hero that goes out to slay the dragon of chaos and brings order to disorder, time and again.

Sign up to our newsletter to find out more.

Beware of Conspiracy Theories

Get Results: belief
Get Results: belief

Many conspiracy theories come out of the deep distrust of authority.

When people have the perception they’ve been lied to, and deceived, over and over again, it’s only natural that people becoming distrusting of the offending entity. It can be very difficult, if not impossible to build trust again.

This seems to be what’s happening with western governments and the media, at the moment.

All who side with the distrusted party are themselves distrusted and seen to be complicit in the lie. Even science seems to have fallen into this trap of late.

How do you get trust back? Can you? Are governments’ reputations damaged irreparably? Is the media reputation damaged irreparably? What about science?

I think science should take an independent stand, so as not to be seen as complicit in some government led deception.

Science should speak with one voice, not with dissenting, often conflicting viewpoints, that only act to muddy the waters. What is evidence based, and what is opinion? It’s important to address any contradictions, otherwise people won’t know what to believe.

I often see people on social media, calling others ‘sheeple’ as a derogatory term for those they perceive as being gullible for believing what government and associated science are saying. But not believing what the government or science is saying, is not an absence of belief, but rather a belief in some kind of conspiracy theory.

What reliable scientific evidence is there to support the belief in that conspiracy theory? Believing in some unfounded conspiracy theory, which runs counter to respected scientific evidence, could also be seen as an example of people acting like sheeple.

You can believe the widely accepted science, or you can believe often debunked anti-scientific opinion, but I know which one is probably more likely to be accurate.

It’s wise to be skeptical about what people tell you. It’s wise to be questioning. When someone tells you something ask them to prove it. It’s fine to use that principle when authority tells you something, but also question conspiracy theories, in the same way. Don’t reject one and then blindly embrace the other, that is just dumb.

When people don’t have reliable sources of information, they may become confused and hunker down into what they already believe. Better to seek out information from various sources. Read what the Political Right have to say, then read what the Political Left have to say about the same thing. The truth is likely to be somewhere in the middle of the two.

Science is usually a good starting point, spend time researching the latest knowledge on the topic. If you’ve not got the time, best to keep your opinions to yourself, rather than risk spreading misinformed misinformation, which doesn’t help anyone.

Follow the scientific advice unless you have definitive proof it’s a lie. Be even more skeptical of conspiracy theories. They spread because they are often sensational and fantastical. They ride on the back of the facts of the event or situation in a plausible way, but they are only a narrative interpretation.

Every intention and action can be interpreted negatively or positively if you so wish. The hero explorer is cast as the merciless invader, the protective government is seen as the oppressor, safety becomes confinement, a worried neighbor is seen as nosey.

Look for the facts and take the rest of the story with a pinch of salt.

To Sell More Stuff on Social Media!

Get Results: marketing quotes sell the problem
Get Results: marketing quotes sell the problem

To successfully sell on social media, online or anywhere else, for that matter, two things are required..

Get Noticed

First, we have to get noticed. Think about it this way, what grabs you’re attention when you’re scrolling through your Facebook feed?

For adverts, that are designed to sell you something, it would usually have to provide something you want or need, a solution to a problem you have, presented in an eye-catching way.

Motion graphics will help you catch attention, and stop people scrolling past.

Call to action

The second thing required would be a clear “call to action”.

The call to action depends on what you want viewers to do after seeing your advert. The clearers and frictionless the process of carrying out that call to action is, the better.

When  talking about “friction” we’re not just talking solely about the physical things we want them to do, such as click here, enter your email address or add to cart, but also what we’re asking of them psychologically.

If they fear getting spammed by marketing messages, giving us their email address is not going to be as easy as it otherwise might be.

So whatever we are asking of them, we must make it both physically and psychologically as frictionless as possible. Make it as quick-and-easy as possible (one click is the ideal), with the minimum of risk attached to it (money back guarantee, free taster etc).

What else

Everything else you use in your advert is only required to support your call to action. Things like testimonials, engaging images and text should aim to support your message and improve trust and liking.

We can help you put out compelling promotions.

Check out our marketing guide.

Deal with Change 

Get Results: when you change inside
Get Results: when you change inside

Reframe the story you tell yourself about change.

Let’s assume you want to start your own business, and someone close to you tells you to stick it out where you currently are. After all, you’ve got a regular pay check, you know what you’re doing, you get on with colleagues, and you’re comfortable and safe.

They want to protect you, they don’t want you to suffer because they love you. This resonates with you because the same conflict is going on inside your head.

Doubts are designed to warn you of the potential dangers you may face and paying attention to them is wise. But it doesn’t mean you shouldn’t go ahead, it just means your plan needs to keep the pitfalls in mind, to mitigate them as much as possible.

The unknown is uncomfortable and exciting at the same time.

You feel alive because there is uncharted territory ahead, it’s a natural reaction, in the same way as a surprise or something unexpected grabs your attention from the slumber of your familiar routine. We have evolved to pay attention to change, to different, to new, because they are unknown.

The unknown has significance. Suddenly there is uncertainty, and risk, and you need to pay attention to it in case it hurts you. But don’t quit because of it. You can’t do anything different or new without encountering some level of unknown.

As well as paying attention to the possible dangers, give thought to the opportunities and possibilities that come out of change. You become more by experiencing more. Even failure can be a great teacher, so don’t fear it, just plan to mitigate it where possible.

The status quo is a lie, change is inevitable, whether you accept it our not. Face change, deal with change, take advantage of change.

Be a predator of chance rather than a victim of circumstance.

Branding: Emotionally Connect, Through Storytelling

Get Results: branding is the sum of all experiences
Get Results: branding is the sum of all experiences

Branding is a very conceptual term. It can be hard to get your head around if you’re new to it. It holds almost mystical power.

My definition of branding is

“To emotionally connect, to prospects and customers, through meaningful storytelling.”

Branding helps shape customer’s BELIEFS.

It helps shape how customers think about you, and the meaning your brand holds for them. It can determine what they think you stand for and what they think your values are.

Branding will assist customers to feel they know like and trust you, and subsequently encourage them to want to support and buy from you.

Think about why you buy the brands you buy.

What car do you drive?

What footwear do you wear?

What make of TV do you watch?

What coffee do you drink?

What washing powder do you wash your clothes with?

Where do you shop for groceries?

Which pub, cinema, restaurant do you frequent?

What search engine do you use?

Where do you spend most of your social media time?

What make of lipstick, if any, do you buy?

The brand you used is heavily influenced by the story that brand uses to emotionally connect with you, and the story you subsequently carry around with you.

If a brand doesn’t have a story to share, then it becomes a commodity. Whether you buy it, or from it, depends on price, convenience, impulse, or just pure luck and circumstance. Prospects and customers probably won’t give your brand a second thought. They probably won’t remember you very well when you’re not around.

Customers may enjoy many aspects of your value proposition. Your great service, pleasant-natured sales assistant, great value for money. They may appreciate the fact you provide a great solution for their problem. They may remember your warm smile, witty banter, your comfortable chairs, your attention to detail, or whatever you do to make them feel good and valued.

What branding does is pull everything together into a coherent story. This makes remembering and identifying your brand easier, particularly when they are ready to buy again. This might be the difference between them coming back to you rather than going somewhere else.

Branding requires you to provide value through your sales proposition.  You’re required to have a product or service that addresses your customer’s needs. Without this, no amount of branding is going to help you, over the long term.

You must show up regularly through advertising or content creation.

Try to add value between sales by building the perception of expertise. You can do this by providing tutorials or tricks and tips which relate to your offering. Try to build a relationship with prospects and customers alike, so they get to know like and trust you.

Congruency is vital. Everything you do should support the story you want to communicate to your market.

Consider  how you look, via your website, social media channels, advertisements, signage, brochures, mail shots, vehicles, and  in-store.

What you do is also vitally important.  The extra value you add through your solution. Your customer service, even how you market your brand matters. Make sure all your activities and communications are driven by beliefs and values that are also important to your customer base.

Everything you do needs to fit together, to make sense, and support the story you’re telling.

Your brand should be distinctive, so you’re noticeable, and clearly identifiable from the competition.

Make a good first “impression”. You only get one chance, so make it count.

Maintain an excellent reputation. Trust takes time to build up and seconds to destroy.

Be a good tribe leader by taking a stand. Make sure you stand for something, don’t cop out by sitting on the fence. Focus on your customers and only them. It’s okay to say “we’re not for you”  to everyone else.

Ultimately, help your customers tell their story by allowing them to piggy-back on your brand story. Help them identify with your brand, and bring it into their sense of self.

Branding is about creating a little bit of magic through story. It’s about inspiring them to imagine the possibilities of fulfilling their potential through your brand.