We live in a culture that is quick to click. We don’t “watch” TV any longer, we click around the ad’s. We don’t listen to a sales pitch from a salesperson, we click through to their website. We don’t actually talk to the numbers we’ve clicked on our cell phone contacts, we click out a text instead. Much quicker way to click and seems to do the trick. Who has time to TALK? Moving on. 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 20% of you who 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.
Make sure your customers understand exactly what you are bringing to market. Make it concrete. Make sure they see the value you bring. Make sure you and your team believe and clearly, concisely, and concretely connect your customers to your belief. Make it real.
Make it relevant. Make sure 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 buyer is kinda like you – overwhelmed with choice and underwhelmed with ones who actually do what they say. You can still get through. Make your solution relevant to your markets ever migrating 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. Attention, my friends, is our most precious commodity.
Thanks for your attention, and next time, I’ll try to be quicker…
BUILT TO LEAD 