As advised by Judge Gen, of The Good Place, I’ve really gotten into podcasts recently.
“There’s like a billion of them. And they just keep coming!”
So, listening to a recent ep of The Digital Marketing Podcast, I came across a line that struck a chord.
‘The algorithm you need to hack is the human one. What’s in this for me? Is it going to be valuable?’
The reality is, we live in a time in which attention spans are shorter and shorter, while expectations are higher. Did you know Gen Z have an average attention span of just 2.5 seconds?! To put that into perspective for you all, a goldfish is 9. But before you get all high and mighty and poo-poo on anyone born after the first ever Toy Story was released, the human average is now 8 seconds.
So, not great. How do we as Marketers and Business Owners still 1) create products and services that are a relevant to our audience and 2) reach them long enough to convince them that product or service will be worthwhile to them?
Be Authentic. Create Value.
On average, consumers require anywhere between 4-8 touch points before purchasing a product/subscribing/becoming a lead.
So yes, a crash-sh*t hot offer may be great for upping lead volume, or getting traffic to your site, but if you can’t back it up with value-adding and relevant content in other areas, that initial website click or form fill may be where their journey with you ends.
My point here is we can get so caught up sometimes in our data and our website hits and our bounce rates/demographics/exit pages that we don’t take a step back and go – well, am I offering someone something that is actually valuable enough for them to entrust me with their information, money, even time? And what have I given them up until this point to warrant that trust?
Business owners, sometimes this means taking a long look at your product and service and either 1) really figuring out its niche and target market or 2) tweaking it to increase its appeal.
Marketers, the earnest is on us as well to make sure we actually understand our client’s products – if you can’t get passionate and excited about a product, you’re going to have a damn hard time selling it.
Second to this, back yourself. Create a presence on social that isn’t purely promotion, but that is fun, informational, inspiring… whatever it may be. Show customers using your product or service and loving it. Try to encourage people (both online and IRL) to get excited and talk about it.
There’s a million and one ways to do this, so that’s best left for another post, but it’s often been said that people don’t buy products they buy feelings. You don’t just buy a boutique gym membership; you buy feeling fitter, healthier and being part of an active social community. You don’t just buy life insurance; you buy peace of mind and the feeling of security and reassurance your family is looked after. You don’t just buy those excessively high Kurt Geiger shoes you really don’t need but they were in your size and on sale; you buy the feeling of looking crash-sh*t hot, doing yo’ hair toss and checking yo’ nails.
What I’m saying is a product is so much more than just a product. As business owners/marketers you should know what that ‘more’ is and scream it from the rooftops.
Scream it in your social posts. Scream it in your ads. Scream it at passers by on the street (maybe don’t do that last one).
And now for my final act…
Ok. This was a first (and short) blog post. So, no, I don’t have the absolute answer for advertising to humans here – you’ll have to attend Advertising For Humans 201 for that.
What I will say – understand people are not guaranteed to buy your product just because you have a ‘really good sale right now’. You can stare at your audience demographic breakdown or site traffic all day long, and it won’t solve your marketing issue. You can post as many promotions as often as you like, but without backing it up with social proof it will likely fall on deaf ears.
Show your value. Show the feeling your product creates. Understand that relationships with customers, like any relationship, take time – but putting that time in is often very much worth it.