Marketers talk about how many "touches" it takes to generate awareness. Which basically means the person has to respond. Otherwise we won't know that they've got awareness. But, what is it that causes the reaction?
In the course of helping companies run nurturing campaigns, I've been watching how an audience responds. Which is what happens when they "hear" you. Sometimes this takes one communication, sometimes five, or even many more.
When you look at who responds to what, think about what's different. When everything sounds like blah, blah, yada, blah, then it's all the same. Kind of a garbage in, garbage out mentality. But, when something "sounds" different, then you catch their attention. You've broken their status quo for your type of communications.
Motivating your audience to move out of inertia, beyond current sentiment, is the requirement for generating productive interactions. Research indicates that new and exciting experiences can rejuvenate relationships. (Okay, personal ones, but why shouldn't that also be true for business ones?) Getting people to "hear" your marketing communications means they've got to be outside their norm.
Think about trying the following:
- Shake up their interpretation of your reputation. This doesn't have to be a jumping-off-the-cliff thing, but what could you do that would stay within brand, but put a new spin on perception? To alter exactly how they think about you.
- State your intentions - and have them be beneficial for the audience. (hints: don't try to sell anything, it's not about your product, either.)
- Give them a new reason for urgency that entices them to be proactive. This doesn't mean a limited-time offer. Think about triggers that could have impact your audience needs to (and may not) know about. And make it about the opportunity.
- Talk about an elusive impact. If everyone else is talking about cutting costs, what can you talk about increasing that's more compelling - and perhaps unexpected?
- How easy can you make it for them to "get" that something critical has shifted? Sometimes less is more. How few words can you use to tell this story? Make sure they're as different as your idea. If you're still using the words everyone else is, I'm hearing blah, blah, yada, blah.