Our mental space is precious.
We have to protect it.
Our brains use a lot of energy.
So, we can’t be paying attention to everything that tries to grab it.
The overload feels like a threat to our survival.
So, we’ve trained ourselves to ignore as much as possible.
If something doesn’t seem immediately safe we move on.
If something doesn’t offer something new and different we move on.
This makes life tough for any marketer.
But the good news is almost no one considers this default state when they create their marketing.
Now you know this is where people start, you can do something about it.
Take your time.
Really try and understand the world through the eyes of your dream customer.
I mean really work at it.
It’s method marketing.
You do everything you can to become your customer.
You train yourself to view your marketing like they do.
With zero trust and extreme scepticism.
With the mindset to ignore you.
When you understand a customer’s default state you gain enormous power.
You know you must work hard to get a second of attention.
You know your must work hard to hold their attention.
And harder again to get them to take action.
This is the deep marketing work no one wants to do.
But every successful marketing campaign has done this work.
So, you have a choice.
Be lazy and be ignored.
Or do the work and deliver a knockout blow to your competition.
I know what choice I’ve made.
What’s yours?