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Friday, 28 June 2013

How to grab attention and make your audience care

We are the audience. Our mantra is “make us care and do it quickly”. I'd say this Central American boutique has nailed it.

Assuming your customers/legal departments have more of an issue with privacy than those showcased, how can you cut through the noise?

Create content that works for your audience.

1. Make a story worth sharing.
This might mean being controversial, going that extra mile or simply finding a new way to be remarkable (think Seth Godin's purple cow).  Worth sharing should also be teamed with easy to share.  In this wonderful world of social media, you have no excuses - include the icons, wherever and whenever you communicate with your audience.

2. Address the audience your audience already look to for advice.
Influencing the influencers is a sure fire way to get attention.  If you're not sure who the influencers are, search the blogs, google keywords and see who's mentioned most.

3. Be where your audience are.
This means not changing their behaviour, but helping them to find you in the places they already go and from the people they already relate to.  Your content should be so in tune with your market, that it appears wherever they are.

4. Is consistent.
Your style, your voice, your personality needs to be recognizable, so even if the brand logo is covered over, it's unmistakable to your audience.  Erika Napoletano is a great example of this.

5. Remember, above all, you're trying to reach fellow humans.
For each piece of content you produce, ask yourself ‘so what?’ Is this message worth interrupting someones day for?  Would I read this and if I did, how would it make me feel? If more companies asked these questions before posting, (virtually or physically) my recycle bins would be easier to close.

We care about brands and content that reaches us on an emotional level. Brands that connect, create loyal fans and make money.  Those who don't, don't.

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