Just because you’ve put your marketing message out there, doesn’t mean anyone will read it.
People will only read your ads, your posts or your blog if it piques their interest.
Never forget that people generally don’t look out for your advertising. It’s not what they’re interested in.
Most marketing happens while people are going about their daily business.
Doing something that interests them or that they have to do.
Your marketing is interrupting them, getting in the way of their objective.
Interruptions are an annoyance.
Craig Davis, former top creative at JWT said, “We need to stop interrupting what people are interested in and be what people are interested in.”
It’s about being relevant.
You’re not just selling a product. You’re selling the difference your product will make to your audience’s lives.
You’ve got to get under the skin of your audience. You need to have a ‘feel’ for them.
You need empathy.
Without it, you won’t be interesting.
In the words of another advertising legend, David Ogilvy:
“When I write an advertisement, I don’t want you to find it ‘creative.’ I want you to find it so interesting that you buy the product.”