Remember the good old days, when a stunning ad campaign alone turned heads and got results? Today’s consumer audience is more challenging than ever. They don’t have time for lengthy sales pitches, don’t want to be told what to do, have the ways and means to research on their own before even coming close to any decision making, and want to know precisely what’s in it for them. We’re not just talking about Generation Y, either. It’s the information undertow pulling us all into ADD-land, including the Baby Boomers once believed to be technologically challenged.
So how do we get through to an impatient consumer who seemingly has all the answers at their fingertips when it comes to marketing? Gone are the days of a clever, catchy headline and appealing creative doing all the persuading. Today’s consumer wants to be rewarded for their loyalty, because the Internet has made worldwide competition available with the click of a mouse.
Before even considering traditional versus Web 2.0 era marketing mediums, let’s first address your one chance to capture the ears of your potential buyer. Do you tout your capabilities, past experience, your award-winning process and solution to their needs? They don’t care. It’s a “me” generation. Everyone is completely absorbed in his or her own problems. How do you shake them out of their digital coma? DEFINE THEIR PROBLEM. In your marketing headline, on your website landing page, in your elevator pitch!
For example, which magazine ad headline would grab your attention and make you want to learn more for an active adult community?
“Create an Adventure With Every Day” or “Bored With Retirement? Create an Adventure Every Day at XYZ Community” (or even better, “Are Naps the Highlight of Your Retirement?”)
How about this one:
“Affordable Golf Course Living” or “Concerned About Your Long-Term Finances? See how far your money can go at XYZ Community”
To do this, you can start by naming a unique solution your company provides. How do you differentiate yourself from the competition? Great. Now, what consumer or client problem does this solve? Target your audience specifically and get in front of them addressing their problem and YOUR solution.
Written by Debi Taylor, Idea Associates, Inc