Break Through the Advertising Noise and Get Noticed
The world has changed. On a daily basis, we're bombarded with more advertising messages than ever. It's no longer an issue of standing out among your competitors. It's become an issue of standing out at all.
Your customers, my customers, ourselves included, can't possibly deal with the massive amount of information being constantly thrown at us. So, what do we do?
We tune it out. It's really the only way to deal.
Oftentimes, people who are dogmatic, unwilling to listen to new ideas or try something new, don't do it because their belief is that strong. They do it as a way of dealing. It's easier to just say this is who I am and this is what I believe. That way, you don't have to take the time to listen to new ideas, consider them and possibly change your own point of view. You believe in "X" and that's that.
What does this have to do with marketing on the Internet?
I'll tell you. It's a struggle for attention. You're own website might even be your enemy. It might be so full of "noise" that your visitors turn and run because they can't break through all the clutter.
And even if your website scores high for usability, is clean and intuitive, it may not be enough. You might have the killer content of all time and it might still not be enough.
So, what's the answer?
Aside from the necessary and important search engine marketing and optimization tips and tricks that will hopefully drive traffic to your website, you have to provide a solution for your intended audience. You have to fix whatever is ailing them.
Be a solution, solve a problem. Just the same as you and me, our visitors want simple, easy to follow, easy to understand answers to their problems.
Organize your content into a method, a process, that shows your prospect how they can get 
from Point A to Point B. As James Connor wrote in his brilliant book, The Perfection of Marketing,- "...You see, Peter, there is just too much information in the world. Ironic- because the marketplace is primitive. If people can't quickly understand what you stand for, then you won't break through. There is just too much competition. If you tell too many ideas, people will gravitate rapidly to the competitor who makes it simpler for them- who communicates one idea. To win, you have to keep it simple..."
On my own website, IncreaseOnlineProfits.com, we're going through a re-design right now for this very reason. Our current homepage is too "noisy." And our valuable content needs to be arranged in a simpler fashion for the ease and use of our customers. We should have a new version up in a couple of weeks and you can compare them for yourself.
I suspect our website will be constantly evolving and changing, as it should and as yours should as well.
I welcome your comments
Tell a friend!
Tags: advertising, attention, message, noise, stand out
