The most precious commodity in the world is the time and attention of your target audience. It’s more valuable than gold and harder to strike than oil. Why is it so dang hard to get?
We live in a post-broadcast world. Every person can customize their television experience, their music, their news, their sandwiches, their shopping and more. It’s truly not a one-size-fits-all environment. Your audience is now conditioned to get what they want, when they want it and avoid any friction along the way.
The tradeoff for all that customization is that business owners now have a long list of highly targeted advertising options to reach their audience. From your desktop, you could order up an aggressive Facebook marketing campaign to reach left-handed accountants in Dallas that enjoy the Kardashians and Starbucks.
As customizing the customer experience has led to terrific target marketing, it has also driven up the cost of a very valuable item: the attention of your customer. In virtually no setting does your customer need to wait through something they don’t want to get something they do. That means, you can target the right person as much as you like but you’re still hoping they have an interest in what you’re going to say. And if they don’t have an interest, they are not going to listen to your ad, watch your video or hear your sales pitch.
So, how to do you capture these precious moments of attention and truly deliver the answer to the question “what’s in it for me” from the customer?