Does Anybody Care?

These lines are from the musical 1776, but they echo the concern of many advertisers. It doesn’t matter what vehicle you’re using. You want to know how many people see your message, and are they paying attention to it. Because until they do, they’re not going to take any action, like asking for more information or even (hopefully) spending some money with you.

The answer to the first question is, yes, your target market is there. And thanks to the vast array of advertising and social media vehicles available today, they’re easier than ever to reach. The tougher question is “Does anybody care?”

And the answer to that is, yes they do--but here’s the rub. They care about what they want to hear, not about what you want to say. So unless you provide content that’s relevant to their needs, they won’t care.

To be relevant, you need to listen to your target market. You have to understand what they need, and customize your products and services to meet that need better than the competition does. NOW they will listen. NOW they will care. NOW they will buy.

Basic? Yes. But you’d be amazed at how many companies take it for granted that it’s the vehicle that is broken, and not the product or messaging. Here’s the deal--all the communication vehicles work. Every one of them. Sure, some are more efficient than others. But they all work. If your advertising isn’t getting the results you want, it’s because you’re not saying what your prospects want to hear. Period.

It’s like the old computer rule: if your program doesn’t run, go back and check your input. If it still doesn’t run, go back and check your input. Repeat until it works.

Well if your advertising isn’t working, check your offering and messaging. If your advertising still isn’t working, recheck your offering and messaging. Repeat until it works.

Your CMO can help confirm the relevancy of your offering and messaging to achieve better results. Steve has developed and introduced 21 different products and product lines-- let him help you!