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Page 56


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Partnering October, 2019 Scarcity of Attention: The Most Significant Marketing Challenge of Our Time By Jeff Elliott T


he most significant marketing challenge of our time is the scarcity of attention from po-


tential customers. Bombarded re- lentlessly from all directions with too much information, a deluge of prod- ucts and services and too many un- substantiated claims, potential cus- tomers have tuned out, dropped out and become all but unreachable. Now resistant to communication, they cannot even process 5 percent of what is thrown at them daily, maybe even less. Unfortunately, this barrier is


crippling the efforts of manufactur- ers to grow and expand. Many may not even survive as a result.


“Scarcity of attention is the


defining business challenge of our time,” says Jamie Mustard, a mes- saging, design, and communications expert for industrial firms. “Today, it is the attention of others that is the most valuable commodity in the digi- tal age. In this environment, a com- pany’s very survival depends on cut- ting through the sea of white noise.” If there is one telling example of


the symptoms of this scarcity of atten- tion, it is the anxiety and frustration over not being seen or heard that can permeate throughout an organization from ownership, through the C-level execs, sales team and even down to the average worker. “Most manufacturers


that design a great product continue to believe in the idea that ‘if you build it, they will come,’” says Mustard. “But like the movie it comes from, that is a ‘field of dreams’ from a marketing per- spective. So, owners and top execs are often just left wondering why the prod- uct isn’t garnering the attention it de- serves and the product is not selling,” “If I could just get the attention


of our potential customer for just 10 minutes, we could be extremely suc- cessful,” says John Neuens, CEO of Fuelbote Inc, Recycle Equipment Rental and Smartlift USA. “What I need from a sales perspective is a ‘di- lution solution.’”


Cutting Through the Noise Fortunately, all is not lost in the


fight to break through the noise and be heard. The solution for standing out and being remembered is radical- ly simple, even if seems a bit counter- intuitive. To thrive in business today it is imperative to grab the attention of the prospect in an instant with a message that addresses a direct and immediate need like a sledgeham- mer, explains Mustard in his book, Iconist, the Art and Science of Stand- ing Out. The message must also be utter-


ly and brutally simple, yet big and bold enough to hit the prospect be- tween the eyes and lodge in their mind instantly. “You have an instant to grab a


prospect’s attention or you will likely lose them forever,” explains Mustard. “The message must affect them be- fore they even have a chance to process it. If not, they are already moving on to the next website and another company.” Unfortunately, manufacturers


wire stripper MIRA 340 The programmable Mira 340 is designed for


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often lose the battle because the mes- sage is overly complicated, unfocused and delivered with little or no repeti- tion.


In some ways, this can be at-


tributed to the engineering mindset that many owners and top executives have in the manufacturing sector. Having personally overseen or even participated in the development of the product, it can be difficult to com- mit to a single, concise message. “As engineers that developed the


product, the inclination is to promote all twenty-five features of the prod- uct,” says Mustard. “It often goes against the grain to strip down the message to the one bold statement that should be the lead of every inter- action with potential customers.” To stand out, capture attention,


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and imprint it in the mind, the mes- sage must also include oversized, bold images or phrases that can be instantly understood. Finally, the message must address an emotional


concern or even an immediate pain point. “I compare it to a road sign,” ex-


plains Mustard. “You have to have a road sign that explains the benefit to the customer, and if that road sign corresponds to the need of the cus- tomer, they will get off at your exit.” The next step is to repeat the


message relentlessly like a drum, a never-ending mantra, at every con- tact point with the customer. Only then, will the message cut through the scarcity of attention and become an identifiable, even defining mes- sage for the company. There is a snowball effect when


you deliver a clear, bold message re- peatedly. The challenge, however, is defining success as it relates to repe- tition.


Value of Repetition Often manufacturers get a mes-


sage out a few times and then wonder why, with the “repetition,” the phones are not ringing off the hook. That is be- cause true repetition is matter of vol- ume. It is not five messages delivered, but rather 80 or 800. It is relentless and repetitive over time. As for media channels, tried-and-


true industrial trade publications re- main one of the best tools for reaching targeted industrial audiences. When objective third parties are quoted, this type of feature article coverage can be one of the most powerful, credible forms of marketing today. It is only this type of “real” content that causes a buying decision. As trade magazines continue to


greatly expand their online content, that influence is only increasing. For the generation that searches for much of its information online, these articles can get more “eyes” on them than ever before, often appearing at the top of organic search engine rankings. Trade magazines are considered


an authority and it is very powerful when they publish an article that in some way mentions a product or service or tells the story of an appli- cation that solved a serious problem. Industrial firms are experienc-


ing even more success by integrating articles and testimonials into social media. e-mail and website cam- paigns. Combined, these effort fur- ther increase the repetition of the message. “Without a chorus effect, no one


trusts the message and no one will believe it,” explains Mustard. “Un- less the authorities in the industry are saying the exact same thing at the exact same time, it will not cut through in a world overloaded with too much messaging. Web: www.theiconist.org. r


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