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Tag Archives: listen

Why interruption marketing is a waste of time

do not disturb - interruption marketing is a lost cause

Interruption marketing is a lost cause. Here’s why you need to focus on content instead.

Scenario 1
I need a new phone. I ask my friends what models they recommend. I search on the internet, compare prices, features and deals. I make a decision based on the information I find, and I buy a new phone.

Scenario 2
I want to watch something on 4OD. Ads for HTC phones keep popping up. Clicking on the X makes them open, not close. I get annoyed. I’m offered a survey in preference to an ad. That won’t go away either so I end up with 15 open ads/survey windows, and no TV show. I give up, listen to the radio instead, and vow to never ever ever buy an HTC phone.

Interruptions are annoying

Not only does interruption marketing not work for me, it is completely counterproductive. And I’m not the only one. Being forced to watch something when you’re trying to do something else doesn’t please anyone. Why would you want to make potential customers angry?

How great content helps spread the word

The company would have been far better making some brilliant phones, and then creating some fantastic content that tells the story of how their phones work and how they help their users. If they were great phones, I believe I would have heard about them on my social networks. We all love to share good stuff. Great content spreads and takes root on the web, and I’ve have found it at the right time – e.g. the time when I was looking for information about phones, and not trying to watch something else.

Why we love Valuable Content

The reason we put our time and creative energy into marketing with content is because we know it works. It doesn’t turn potential customers off. It’s means you’re there when potential clients want you – being all helpful and useful and saying exactly the right stuff. And it means you’re not wasting your time being all pushy and persistent when they don’t. Interruption marketing makes no sense. Respect the ‘do not disturb’ and just say ‘no’ to it!

If you want help creating the kind of content that won’t make potential clients scream at their laptops, then get in touch.

Is your website self-obsessed?

dinner party

Ever sat next to someone at a dinner party who talks about themselves non stop, and doesn’t ask you any questions at all? Or been cornered by a party guest who gives you their whole life history without pausing for breath?

Being talked at, rather than listened to, is a sure fire way to make people seek solace elsewhere. And this same self obsession affects websites too. If your website is all ‘me, me, me’ you can guarantee people will be slipping off to refill their glasses, probably never to return.

5 traits of dinner party bores to avoid with your website

1. The waffler. They’re talking, but you don’t actually know what they’re saying. Perhaps they’re trying to impress you, but all it’s doing is making you assess the quickest route to to door. Make sure your site is easy to understand, written in the language your clients use.
2. The show off. Jacinta got 6 A starred A levels, Tarquin is really terribly accomplished on the mandolin, and Geoffrey’s being knighted. By all means, be proud of all your business has achieved, but a little humility doesn’t go amiss.
3. The terribly shy tongue tied one. Opposite to the show off, but sometimes just as trying. Your website needs to have something to say, a clear message that potential clients can relate to.
4. The monotone drone. Everything they say is tinged with grey. It’s not that the words are inherently dull, but the delivery makes you want to put your head on the table and weep or sleep. Make sure your content is presented in an engaging way. Changes in pace, variations in tone – how you say it is as important as what you’re saying.
5. The flibbertigibbet. One second they’re talking about house prices, then it’s Kate’s diminishing figure, then it’s ooh have you caught up with the Wire and isn’t coriander a vastly underrated herb? Quite frankly, you can’t keep up, so you switch off. Don’t make the same mistake with your website, keep it focused so that people keep listening.

Is your website friendly or off putting? A broad mix of engaging content that shows you’re listening, as well as broadcasting, is the best way of keeping your audience interested. If you need help creating the kind of content that people will want to spend time with, then get in touch. There’s also lots of information on creating engaging websites in Valuable Content Marketing, able to pre-order on Amazon.

You might also like:
Five ways to get your business voice right
Five ways to make your home page a hit