What a great time to be alive. Today, despite our worldwide economic troubles and uncertainties we are more free than ever. We are free in record numbers.
Free.
Free to pursue our passions, free to play to our strengths, free to start our own enterprises, free to practice, free to live our faith, free to buy, free to choose. The upside to more and more freedom, in the marketplace, is that more and more of us are ready, able, and empowered to make a purchase. Yes, even now in the midst of our worldwide recession there are purchases being made. Lots of them.
Here’s a new challenge for those of us trying to market to this ever increasingly free market. Do NOT miss this. This is HUGE.
Here it is.
We live in a culture that is “quick to click.”
We don’t “watch” TV any longer, we TIVO. We click around the ad’s.
We don’t hear a sales pitch from a salesperson any longer, we click through to their website.
We don’t dial up our friends from our land line any longer, we point and click through our cell phone address books.
We don’t actually talk to the numbers we’ve clicked on in our cell phone address books any longer, we click out a text message instead. Much quicker way to click and seems to do the trick.
We don’t go to the basement and play an album, we click our ipod and play whatever we want, whenever we want, and wherever we want. Don’t like the current artist playing? Just click it.
We are so “quick to click” that, if I’m lucky, about 50% of you that started to read this rant less than a couple clicks ago are still reading sequentially as your eyes arrived here. This is a real problem for companies trying to connect with their consumers. Never before, in marketing history, has the seller had so little time to make so many connections. What to do?
Make it real and relevant.
That’s my advice. Pure and simple.
Make sure that your customers understand exactly what you are bringing to market. Make it concrete. Make sure they see the value that you bring. Make sure that you and your team believe. Make sure that you connect your customers to your belief. Clearly, concisely, concretely. AND quickly. Make it real.
AND make it relevant. Make sure that your customers understand why your goods and services are NOT only concrete but also relevant to them. Your value proposition must meet squarely with the eyes of the buyer. Today’s panicked and paralyzed buyer, remember, is quick to click. You can still get through. Only if your message is relevant to my need.
Make it real and relevant. Involve your customers in the process. We are quick to click when we sense we’re being sold. We love to engage with people who are real and who offer relevant solutions to our situations. We give these people our attention.
That, my friends, is OUR most precious commodity.
Thanks for listening. Next time, I’ll try to be quicker…
BUILT TO LEAD 