November 2011
Intermediate to advanced
210 pages
4h 40m
English
5
Attention Doesn't Equal Trust
FOR DECADES, BUSINESSES HAVE SHOVED their marketing message and sales offers in our faces. Every single day we're hit with thousands of marketing messages that are begging for our attention. In fact, it's estimated we see between 1,700 and 3,000 advertising messages per day. The system is broken. The majority of these ads are ignored. The few that actually get our attention are rarely, if ever, remembered.
Most people blast their marketing message out to the world hoping to interrupt and gain attention. This is what traditional branding is all about: Plaster your message on a billboard, run daily radio spots and TV commercials, and hope the right people notice it. I don't want to build my brand or business on hope. Do you?
Most people find this approach acceptable because they feel like they are increasing the awareness of their brand. But there is a major problem with that:
AWARENESS AND ATTENTION DO NOT EQUAL TRUST!
That's right; I just went all caps on you. Just because someone is aware of you or your product doesn't mean they trust you, and it sure as heck doesn't mean they want to do business with you. Awareness isn't the point.
In Chapter 4 I mentioned how visibility is more important than ability. But if a person being aware of you isn't enough, then how does visibility win out? It's about being known by your target audience. You don't want them to just be aware of you; you want them to like and trust you. You do that by focusing on them. ...
