Promote your Business to the Busy and Distracted

It seems that everyone is busy these days.  They are inundated with messages, ads and noise.  It has become part of our culture.  Just the other day I was at a restaurant and looked over and at a table not ten feet away from me and I saw a family of four — each person there was on their own device.  They were all very engrossed in their own virtual world.  I don’t know whether to laugh or cry but in either case it is our reality.

In a nutshell — to promote your business — you need to cut through the clutter to get their attention.  I think of it like marketing with billboards.  No — not literally although you can if billboards are your medium.  What I mean is that like a billboard you only have a couple of seconds to get the prospect’s attention.  So how do you do it?

First — you need to know who you are talking to.  Who is receiving the message?  FYI — I covered this a while back in the ‘creative brief’ post.  Now you have to figure out how to get their attention.  It is the unique thinking behind the ad or campaign that can do it.  Below I have listed some examples.

Visual Analogy — is a comparison based on similarities or parallel qualities.  For example — you might use a visual of a speeding bullet to tell the consumer how fast your sports car can accelerate.  Visual analogies help clarify what you are trying to say and make the message more memorable.

Visual Metaphor — is when you use one thing to identify another.  Like a lemon is a metaphor for a bad car.  When you substitute one thing for another it is very memorable and immediately understood.

Life Experiences — is where we use little experiences to get our point across.  They are powerful because people can relate to these common experiences.  One that I can remember to this day is how someone eats an Oreo cookie — by untwisting it and eating the inside first.

A Different Point of View — where you are looking at things from a different angle or point of view.  For example — you have an image that is upside down and it is a bat’s eye view.  It is a clever way to deliver the message!

These are all strong positions that will help get your message through the sea of ads that are out there.  Check back next week for more suggestions!