If you own an inbound marketing agency, please come to my rescue...More importantly, come to the rescue of all consumers everywhere who are tired of commercials interrupting, yelling or just plain talking AT us.
Every now and then I go on a rant—today is the day. On my way to work this morning, listening to satellite radio—you know, the service that is supposed to be commercial free—I actually had to turn off the radio because a commercial was literally yelling at me.
Just so you know—I am excellent at what I call “commercial avoidance,” the term I coined that describes my behavior when presented with interruptive advertising. I literally do anything in my power to NOT watch or listen to a commercial. I change the channel, I mute the TV, I change the radio station, I leave the room...whatever it takes, regardless of the consequences. I just can't stand commercials.
The other day, I actually Googled the term “TVs That Mute Commercials,” hoping that someone had invented an app or a device, something, anything that would take my pain away. I did find one device, but it looked sketchy so my search continues. If you want to make a million dollars, invent the appliance and put me down as customer number one.
The irony of the situation is that the commercial I heard today was for Direct TV and their service that lets you skip all the commercials when you DVR your favorite TV shows. Clearly they are backward in their thinking. They invented a product to block commercials because everyone hates commercials, but to sell that product they are advertising with commercials. Is that crazy or is it just me?
Someone has to put their foot down. We need a ground-swell of consumers to boycott all commercials. We have to show these marketing executives, ad agencies and media companies that outbound, interruptive media is NOT endearing your brands to your potential prospects—it's actually turning them away!
My hope is that the inbound marketing agency—this community of forward thinking marketers who know how to help businesses get found, get leads and grow sales—is here to save the day. This group of evangelists can teach everyone who insists on relying on old-school advertising that there is a better way.
I know it won't be easy and I know it’s going to take time, but inbound marketing agency owners unite! Let’s take a stand today, tomorrow, next week, next month and next year to help our clients see the light.
Look at this objectively. The world isn’t going to go back to the good old days when the only way you could get in front of your prospects was to advertise. Face it: those days are long gone and they're never coming back. I worship the individuals who invented Tivo and the DVR. From this point on, there are going to be more and more devices that help people like me avoid all commercial messages. That’s because I am not the only one who hates commercials.
Side note: been to the movies lately? Guess who figured out that they have a captive audience with no remote control in the movie theater. Yes, advertisers. Now, before every single movie: ads, ads, ads and more ads. It's at the point where I won’t enter the theater before the previews start because I practice “commercial avoidance.”
Please stop trying to trick us. It’s not cute or clever. You are doing your brand a major disservice and wasting tons of money. There is a better way: the inbound marketing way.
Start working to figure out how you can use inbound marketing to get your messages out with a more personalized, one-to-one way, instead of a mass approach.
Start understanding what people need to get comfortable and feel safe with your brand instead of yelling at us over and over again, hoping we remember you when we are ready to buy.
Start looking at your products, your services and the overall experience your company delivers and focus on ways to make that a WOW! experience so everyone and their brother starts talking about you. Show us how great you are instead of telling us over and over again. We don’t believe you anyway and showing is always better than telling.
In a world where we are all bombarded with advertisements, take a page out of Seth Godin’s book (actually multiple books) and do something different. Stand out by showing instead of telling. Put your fears aside and try something new.
Start Today Tip – If you are moved by this, you should know I don’t expect anyone to cancel their $2 million ad spend this afternoon and replace it with an inbound marketing program. But you can easily add an inbound marketing program to any existing marketing or advertising effort. One of the advantages is that inbound marketing is 100% quantifiable. Let the numbers speak for themselves. If the program performs, invest more in it. If it doesn’t, heck—it was a crazy new idea anyway. At Square 2 Marketing, we cracked the code to inbound marketing and we know it’s going to work. Try it, we dare you!
Square 2 Marketing – Leading the Reality Marketing and Inbound Marketing Revolution!
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.