BCA FYI

“You’re boring.  Sorry, someone had to say it.”
Best-selling author Seth Godin’s daily blog nails us all with this headline and convincing notion of staleness.  He says, “Your products are predictable.  Your insights are recycled.  That’s why people are ignoring you.”

That gut feeling that your advertising is just not getting it done may be because your message is no longer being noticed.  Godin goes on to say that marketing used be a lot easier to deal with, “…because you could just buy attention for your brand or your company with your sales efforts.  But that half-price sale on attention is now over.” 

Godin’s point isn’t intended to provoke panic, but instead to bust you out of the mold. He is suggesting that consumers constantly bombarded with mundane promises of the lowest prices and blow out sales will tune out your message.   A more concise and creative message crafted to communicate your vision or passion will have more impact.  His point is that, “The only path left (for your advertising message) is to lean out over the edge and become interesting, noteworthy and yes, remarkable.”   

Have you tried any new vehicles to get the word out?  How long has it been since you had someone on the outside measure your products or services on the “boring meter?”  This may not be the most pleasant evaluation process you’ve ever gone through, but it should yield a new approach and a contagious enthusiasm, poising you to be noticed and remembered.

I would appreciate your take on this subject.   E-mail me at smorrell@barnettcox.com or call me direct at (805) 788-4432.