Cutting Through Clutter
The Challenge
Regardless of the media mix you use to communicate
with customers and prospects, cutting through clutter
is a major challenge. Every trade publication includes
dozens of advertisements. Inboxes overflow with
mail—direct and otherwise. Spam and embedded
viruses have made blocking and deleting unopened
e-mails a daily ritual. Even when your message gets
attention and generates interest, time constraints
and inertia can prevent a prospect from taking any
action.
The Solution
Industrial Strength Sales Support—our
back to basics approach to communication—conquers
clutter using three proven fundamentals.
Frequency: Increasing the numbers
of times each audience member is exposed to your
message is the first way to conquer clutter. Ad
readership typically grows even when the same ad
is run up to six times in a given publication. Repeat
mailings to the exact same list will typically draw
a response at least 50% as large as the first mailing.
Consistency: Repeated exposure
to the same marketing tool is one answer. But it
is equally important that all of your company’s
basic communication materials—ads, sales sheets,
presentations, web sites—communicate a consistent
message with a single voice. That is why we give
so much attention to getting your core messaging
strategy right.
Creativity: Study after study
confirms that the best read ads within a single
trade publication draw two, three or even four times
as many readers as the lowest scoring ads of the
same size and color. Effective combination of headlines,
artwork and copy can generate Attention, Interest,
Desire and Action within your target audience. And
that can increase your return on your investment.
