Marketing isn’t an option – it’s unfortunate that many think of it that way. It’s also unfortunate that the entrepreneurs that do see it as an option, may not get the full potential out of their business with that mindset. One of the reasons marketing doesn’t get the attention it deserves is because it’s hard work. It’s especially hard these days, have you noticed that the entire landscape of business has completely changed?
Complacency is Dead
At least once a week I’ll hear someone refer to the bad economy, still, even after all this time. I find it amazing that people still believe and blame the concept of a bad economy for their current struggles. It’s sort of like my blaming ice cream for making me fat.
Here’s a newsflash, the economy isn’t bad – it has changed. It isn’t changing back. You must learn to do business in this climate. One of the things the recession left behind was a magnifying glass. All the people that were running their businesses badly and perhaps were way too complacent – got a rude awakening and perhaps a pink slip. There isn’t a place for complacency in the new economy.
Which reminds me of one of my favorite quotes. “The arrogance of success is to think that what we did yesterday is good enough for tomorrow.” - William Pollard Tweet this!
The Birth of the 8-Second Attention Span
Something major took place after the recession – the deluging of information. It’s slung at us left and right constantly. To add insult to injury we’re so connected digitally that we’ve lost a little of our human touch. We’ve lost the ability to pay any real attention. So here we are in the digital age and it has changed everything. It has changed the way we think, the way we receive information, and the way we do business.
In the digital age, marketing is no longer about grabbing attention, it’s about holding it. Tweet this!
The word on the street is we now have an attention span of 8 seconds – the same as a goldfish. So if you’re struggling to reach your market and get new customers this could very well be the cause. Especially if given all the changes that have taken place, you’re still doing business the same old way.
Marketing in 8 Seconds
To be successful in the 8-second attention span business environment you have to hyper focus on a specific target market. It’s time to close in on a niche market because generic marketing to the masses won’t cut it. You have to be very targeted and specific if you’re going to cut through the noise. Everything you do has to be designed to talk straight to that market.
To be successful marketing in today’s world you have to speak in your target market’s language, not yours. Tweet this!
Say this with me, “It’s not about me, it’s about them.” Say it until you believe it.
The 80/20 Rule
The Pareto principle known as the 80-20 rule states that 80% of outcomes can be attributed to 20% of the causes. Tweet this!
This can also be translated to 20% of your customers generate 80% of your sales. So what if you really focused hard on that 20%? What if you totally transformed your business so that it rolls out the red carpet for them? So many people believe that when they do this – they’ll leave something on the table, that they’ll lose business. Nothing could be more further from the truth. You’ll gain more. You’ll get business easier. You’ll have the opportunity to be an expert – to stand out.
How will you market your business in the 8-second attention span world?