Do you ever wonder why some businesses push their sales messages at you, over and over again?
It’s usually because they are getting a poor response. Then, rather than improve their message, they increase the volume. Their thinking looks something like this; ‘Maybe if I send my marketing message out again, SOMEONE will respond!’ They get a poor response… repeat.
Note: It’s not usually the same message used again and again. Just an equally ineffective marketing message, each time.
We need to be smarter than that. You see, more volume isn’t going to help. In fact, it usually does the total opposite. Allow me to explain.
The volume problem
It’s not that people can’t hear what these small businesses are saying. The challenge is that the message isn’t interesting enough. It doesn’t motivate prospective clients to get in touch. So, increasing the volume is pointless. Worse still, it damages the sender, because it pisses people off.
Increasing the volume of a bad message, is like increasing the volume of a low quality piece of music – you simply irritate more and more people, the louder you play it.
Here are some better places to look, when people are ignoring your marketing messages:
- Check that your message is reaching the right people.
- If it’s email marketing or a mail shot, make sure your database is up to date.
- If it’s an advertising message, check that you’re using the correct medium and media.
- Then, before you publish your next marketing message, be certain that it’s motivating enough. That it has the power to get the reader to take the action you require. Without a powerful message, nothing will happen. This is true, no matter how great your product or service is. That’s why I do this.
Hitting people with ineffective marketing messages fails you on 2 levels:
- It annoys the people who receive it. Annoying your marketplace is a bad move. Really bad.
- It hurts the reputation of the sender. At best, they’ll think you’re a pest.
The message here is simple — Increase the quality, not the volume.