Information overload and marketing
The 2.5 quintillion bytes of data streaming daily in 2020 shouldn’t phase the average person, right? A quintillion contains 18 zeros by the way - that's a lot! The new technology is bringing us one step closer to living forever with its never-ending supply on information and knowledge at our fingertips any time we need it.
We've gone from steam powered trains pulling mail across UK to self driving cars cruising around Silicon Valley ready to take the wheel at anytime if we need it.
While it seems like we under-communicate with our loved ones, we over-communicate with the world.
Marketing has become a blur of information, with too much data and offers for consumers' tastes. Consumers feel overwhelmed and cannot escape the data or offers that marketers dish out without consequence in order to reach them at their most vulnerable state, leading them into a state where their attention span can barely last 2 seconds before moving onto something else.
The aim of marketing is to communicate and sustain your business. But, how do you get through all that noise? Well let's explore this in more detail.
You know that feeling when you hear about a product and it just makes your heart race? That's what this strategy does. It turns customer stories into smart marketing ideas.
You don’t need to spend 100s of hours doing research. There are only 4 questions you REALLY need to answer to get started.
You need to know:
1. What triggers people to begin the buying journey?
2. What job are they trying to get done?
3. What are their pains with other solutions?
4. What are their selfish desires?
Answer these 4 questions and you've got the foundation of your next big idea.
It’s a simple strategy framework to turn real customer stories into smart marketing ideas that work.
People don’t buy because of WHO they are. They buy because they have specific “jobs” they want to get done and they “hire” products to help them. When you understand the job, you can position your product as the best solution.
Buyers typically seek out, try, and buy many different solutions to get their job done before looking for a product like yours. If you know what else they’ve looked at, you can find clever ways to get in front of buyers sooner.
People buy for emotional reasons and then justify their decisions with logic. When you understand the underlying personal motivations of your buyers, you can craft messages and offers that get them reaching for their wallets.
Step 1: Choose target buyer
Be specific about who you want to reach and, most importantly, WHEN you want to reach them.
When you know the trigger event and job they’re trying to get done, pinpointing the right target buyer is easy.
Step 2: Identify target moments
You already understand your buyer's "job" and pains with other solutions. Combining these insights will inspire clever ways to get in front of buyers sooner. You’ll discover channels and opportunities that aren’t even on your competitor’s radar.
Step 3: Brainstorm marketing ideas
If you’re a creative person, then you’ll be brimming with ideas by this point. And your ideas are more likely to work because you’re targeting the right people at the right moment. (Rather than blindly following the latest marketing trend). Once you’ve picked an idea, you’re ready for the next step.
Step 4: Craft your promise
You already know what buyers have tried and how other solutions fell short and you know what selfish desires drive buyers. Combining these insights can help you craft a compelling promise.
Step 5: Choose your call-to-action
You’ve got a great idea and strong promise—now you need a call to action. When you understand your buyer’s underlying selfish desires and you know what triggered them to begin the buying journey you can entice them to act now.
This is powerful stuff, right? You don’t need to spend weeks doing research or digging through survey data. Just ONE customer interview can unlock 10, 20, or even 100 highly-targeted marketing ideas.
So go for it and?don't forget to give this post a quick like. ;)