How to Grab and Keep your Customer’s Attention

And why being quiet is more important in marketing today.

Photo: Getty Images

 

The world is busier today than ever before which means consumers are bombarded by marketing messages all day long. It also doesn’t help that the average attention span of humans today is as short as a goldfish.

I constantly speak to founders and CEOs who are struggling to stand out in today’s competitive market.

 

While the natural instinct is to simply get louder, I often advise that taking a step back is more advantageous for increasing your brand visibility.

 

I’ll explain why this works, and we’ll dive deeper into why being quiet is more important in marketing today and how to get started.

 

Attention is the new oil.

In 2022 and beyond, what we choose to give attention to is the new oil.

It’s important to understand that brands today are accomplishing visibility differently than 50 years ago.

 

Why is that? Dr. Oliver Pott, talks about it in VISIBLE! In 1970, people were receiving approximately 500 marketing messages per day. Now, everyone is receiving nearly 4,000 marketing messages per day. That’s an 8x increase.

 

Consumers are so overstimulated that they are desensitized to all of this messaging, drowning out nearly 90 percent of businesses. Pott shares that “instead of being louder and louder, you have to be quieter. Smart visibility is those that are quiet.”

 

For example, when you listen to loud people in a room, they are just loud, not necessarily better or worse. The quiet people maintain a level of mystery and usually speak to add value to the conversation.

The good news is, you can implement this no matter what stage of business you’re in.

 

How to Grab and Keep Your Customer’s Attention

1. Make it relevant.

When your business is relevant it’s not about how many eyeballs are on your storefront. Moreso, relevance relates to how well you can attract and convert your target audience in a meaningful way. This is the easiest pillar to establish as you can quietly make yourself visible through media targeting.

2. Build (or borrow) authority.

Authority helps build your industry credibility while enhancing your brand awareness. You want consumers to trust in your product/service immediately, and understand that you shape your own industry rules. In 2022, consumers are looking for a business that stands out, instead of blending in with the sea of fish.

 

Many brands are borrowing authority through influencer marketing, partnerships or joint case studies. Niche authority is also a new thing now, and it’s a great way to start capitalizing on a smaller market.

3. Tell stories.

Storytelling is the bread and butter of your business, and it’s essential for building relationships with your audience. Over 10,000 years ago, people were teaching others by telling stories. This is one of my favorite ways to not only grab consumers’ attention but keep them.

 

Today, this is still a powerful way to communicate. For example, although Panna is 9x more expensive than Walmart water, they are selling the “spirit of Tuscany, bottled.” The story is what sticks with your customers, over quality and price alone.

 

If you are overwhelmed by marketing in 2022, you are not alone. Instead of increasing your ad budget to send out more messages that may never be read, focus on increasing your smart visibility. The more you can connect with your audience on a deeper level, the more ROI will begin to come your way. Regardless of what’s happening in your industry, don’t be afraid to stay in your lane and do what’s right for your unique business.

 

Now what

 

Are you connecting with your customers?  Is your sales team focused on the customer experience or just on ringing the register?  We have two tools to help you better understand your customer’s journey.

 

Mystery Shopping measured the required deliverables you have in place to make certain they are happening on a consistent basis.

 

Customer Surveys measures the customer’s opinion as it related to their experience in doing business with you.

 

We can give you insight into your customer’s experience and expectations. We can even provide you with your competitors service experience as it relates to yours. Ready to learn more? We’re here to help so give us a call.

 

BY SEAN KIM AND CARL PHILLIPS