People are busy. And yes, the people you market to have a life that doesn’t include you.
That’s why some people use the term interruption marketing to describe old-fashioned advertising and marketing.
Quite frankly, it interrupts people, asking them to stop whatever they were doing and listen to whatever it is we want to say. That being the case, we better have a good reason for interrupting.
Have something to say
I’ve developed communication plans for companies that just wanted to make a touch. They didn’t have anything to say, particularly. They were just trying to comply with the marketing mandate that you stay in touch.
That’s silly.
When someone repeatedly approaches you to talk and then doesn’t have anything to say, don’t you find yourself avoiding them?
If you want to communicate with your prospects and customers, you need to have something to say. Offer a tip. Announce a new product or upgrade. Make an offer. Something.
Be interesting when you say it
If you interrupt someone, you should also be interesting. Don’t be dry as toast. Make your communication fun to read.
Be careful though. Unless you’re Groupons, it may not work to be cute or creative.
The truth is, interesting is in the eye of the beholder. For instance, when I wrote articles for a property and casualty newsletter, I was providing best-practice tips and tricks about a dry subject. Protecting yourself from liability isn’t inherently interesting. But it’s incredibly important to a business manager who fears lawsuits.
To be interesting, write to your audience. Give them the information they need. Write it in their language, with their vocabulary in a style they’re comfortable with.
It doesn’t have to be prime-time reading. It does need to appeal to your target audience.
Tell them what you want them to do about it
The first principle of marketing comes into play here. Make an offer. Make it clear. Make it easy. (Is that three principles?)
If you don’t have a good reason for interrupting your prospects, don’t interrupt them. If you do have a good reason, let them know what it is.
Don’t beat around the bush. Make your offer and tell them how to respond.
Interruption marketing isn’t dead. And it hasn’t lost its effectiveness. But you’re not going to win friends or influence people if you waste their time. So make sure you make a point.
If you don’t have something for your prospects to do, don’t send them a communication. It’s that simple.
