Have you ever escaped to the countryside for the weekend and found yourself surrounded by silence?
Yes, you hear the song of the blue bird perched just above your head; the rush of the wind in the leaves falling about you; but the silence is still complete. It’s otherwise known as peace or true connection.
This silence is the antithesis of modern life, whose constant ring, ding, ping, and bing dulls the senses. As I write this, my computer has loudly informed me of seven new emails, and three new software updates; my phone has “dinged” twice and I have eighteen social media notifications.
My distraction is so complete that I have re-read this article four times already to “get my place” again.
Worldwide ad spending has grown by over 4% every year since 2010. In 2018, global ad spending pushed $600 billion. That is a lot of noise; that is a lot of dings…
The “war on attention” has pushed some brands to spend more and think less; we argue the inverse: spend less and think more.
This is because, over the past 20 years, we have observed that companies fail because of a lack of resonance, not finance. If your idea is your customer’s path and your marketing their guide, how can you lose?
Bernadette Jiwa, the great marketing Genius of our age (in my opinion), wrote, “We mistakenly assume that marketing is about adapting our story according to what most people want to hear…As a result, we don’t devout enough time and resources to reflecting on how we can resonate with the right people—just as we are.” She concludes, “We fail” because we don’t “harness the true potential of our narrative.”
Digital Marketing is not about adding to the noise. It’s about delivering positive and purposeful narratives (solutions) to the people who deeply WANT to or NEED to receive it.
In the same way, proper Email Marketing thrives on excited readership, not 10% open rates. If you are offering your customers what they really WANT or NEED, they will be excited to receive your email…
Marketing is not noise—it’s the guide to your customer’s story