Did you know that starting in the 14th Century, the number of new books increased 10-fold every 100 years? Well hold onto your seat… Since 2000 – that number has increased to 10-fold every year.
Add in TV, radio, print, emails, the internet, Facebook, Twitter, Pinterest, YouTube, Snapchat, and more … and each of us is lucky we still have functioning brains.
Just how does the mind manage it all?
Thankfully – the human brain is capable of effectively screening this flood, grabbing what’s relevant and discarding the rest. Given this fact, just how does one sell one’s products in this environment?
Here are some things to consider:
- The battle to sell is really a battle for the mind of your prospect (and as you can see – that mind is facing a withering onslaught of information and noise).
- Start by understanding what’s in your prospect’s head. What does he or she think about your category, your products, your services?
- Develop a messaging strategy that reflects how your prospect sees your category and find an idea that differentiates you from your competition – your positioning strategy.
- Once decided (and finding a great positioning strategy and message takes much thought and time), have the discipline to apply that strategy to all communications.
- All means all. “Content marketing” is the new mantra – placing great pressure on communication teams to generate fresh, new content daily across multiple platforms. Don’t let the pressure for new messages get you off strategy. Not even once.Stay true to your strategy regardless. Only by having the discipline to stay on message across platforms will you achieve success.
- Again – all means all. That means your title tags, meta descriptions, keywords, PPC ads, boosted posts, Pinterest pins, on-page content, digital billboards… every single piece of content used to promote your products or services.