The only way to win the fight for attention

Even in today’s still-uncertain economic times, I would argue that most marketers’ biggest problem is getting the necessary share of time, not share of wallet. In my working life, the time clutter problem has gotten to be the biggest issue for people in the modern economy, across industries.

And nonetheless, we’ve got products and services to sell to businesses and consumers who are just like us — suffering from calendar and inbox overload.

You can cut through the clutter momentarily with a media sensation — the right ad, the right YouTube video — or with PR, good or bad, surrounding something that catches public interest. But if you’re not making your customer’s life better and simpler, you’re not going to win in the long run.

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