Beware The Expert Tsunami

Beware The Expert Tsunami

]Really important lesson that we try and communicate to our clients especially when it comes to those who are super knowledgeable about a specific topic is;

Do not be a tsunami!

What I mean by this for those of you old enough to remember the 80s, you'll remember a fantastic ad on TV 

[ That's right, we used have ads, and we used to watch them! ]

And the ad was from a company called Maxell, they were a cassette tape manufacturer.

[ Because we used to have to record stuff on cassette tapes

And this ad was a picture of a chap in an armchair and the sound quality from this tape so good, that when they played I believe it was [ Mussorgsky ] A Night at the Bare Mountain. The music is so full of crescendo & energy that he was blown back, his hair was blown back and he was physically blown back in his chair. 

Here's why this is important and why you mustn't be a tsunami. 

Maxell showed us what most marketing looks. 

You often will go deep and into explanatory territory. 

You will explain and often over explain, baffle and overwhelm people with what you do.

The key is under explain; 
Don't over explain
  • Let people ask questions.
  • Let them come towards you. 
  • Let them demonstrate they're qualified.
  • Let them prove that they are your perfect and ideal customer and prospect. 
  • Listen to what they need to know, and then ask questions around those topics.
  • Then they will come towards you and ask you for more information. 
  • That's what your marketing should do. 


Your marketing should, in fact must, create an environment where they want to know more. If you just throw a billion things at them, in your marketing; A classic example of this is people producing a piece of marketing collateral;


[ my good friend Simon Hutchings who's an amazing graphic designer will testify to this


... They want every one millimetre of that collateral covered with content. 


Now Simon's a big fan of white space, and of space in general, and that's because he knows like a good graphic design, and like TepFu an amazing marketing agency knows, that sometimes; 

Less Is More! 
It's not what you say;
It's what you don't say

And in great marketing what you don't say enables the customer or the prospect to ask you a question. 

When they ask you a question, they're demonstrating their qualification and their relevance. And so your marketing can then give them more information. Ultimately it's that listening rather than talking that makes the massive difference. 

So don't forget, whatever you do, don't be a tsunami! 

Don't overwhelm people. 

Let them demonstrate their interest in what you're about, and what you do. 

Let them move towards you, and then obviously, hopefully your marketing will have a great funnel, and you will turn them into customers. 

Jamie Easterman

Digital Transformation, Marketing & Strategy Expert | Content Creator | B2B & B2C | eCommerce & Digital Marketing | AI, Cybersecurity, SaaS, & Cloud Solutions | SEO, PPC, CRO, UI/UX | Web Technologies

4 年

err yes... and i feel guilty if I share this now :-)

要查看或添加评论,请登录

Alan Tepper的更多文章

  • On growth, networking and people you need to meet: 13th March 2025

    On growth, networking and people you need to meet: 13th March 2025

    Welcome to this week’s edition of Al Tepper's: Flowers, Bees & Puppies. And when I say Flowers, Bees & Puppies, I mean…

    4 条评论
  • Good Agency?

    Good Agency?

    Today I want to talk to you about how to sort good agencies from bad agencies. Like in any industry, there are good and…

    2 条评论
  • How to Easily Create Content

    How to Easily Create Content

    Today I want to talk to you about how easy it is to create content. Over the last 22 years I've had the occasion to…

    8 条评论
  • How Clever Is Your Name?

    How Clever Is Your Name?

    One of the best parts of my day is when somebody asks me about the origins of my company name. I get asked probably…

    2 条评论
  • Struggle with content?

    Struggle with content?

    One of the biggest challenges business owners tell me they struggle with is creating content for their business. Over…

    21 条评论
  • How WOW Are You?

    How WOW Are You?

    If I had a pound for every time someone told me their USP (Unique Sales Proposition) and I thought to myself there is…

  • Going Out Of Business Slowly

    Going Out Of Business Slowly

    If you're not taking your marketing seriously, you're going out of business slowly. That's a bold statement.

    17 条评论
  • Are You On Their Journey?

    Are You On Their Journey?

    One of the biggest problems that business owners have, especially when they're marketing leaders, is understanding the…

    6 条评论
  • Confidence & Momentum

    Confidence & Momentum

    Today I want to talk to you about confidence and momentum. The problem in marketing, and in business to some degree…

  • Digital Spider

    Digital Spider

    It's no accident that the word web has a bearing on both the world wide web, the internet, through which you're reading…

    2 条评论

社区洞察

其他会员也浏览了