Jul
31
2009
5 Rules on Marketing to the ADD Consumers
Author: Jim EstillThe first rule of marketing is to know your customers. Customers have changed over the past 10 years. Partly as a result of technology and partly as a result of economic pressures and the need for efficiency.
Customers are ADD. They have no attention span. Good marketer know this and cater to this. We cannot change the consumer, we can change the message.
1 – Grab their attention. Consumers need to be “woken up” and shook in order to even look at your marketing. This is why unique, outrageous and highly creative things can break through. EG – send someone a toothbrush and say smile with XYZ, make a bold promise – We will double your sales or you do not pay etc.
2 – Keep it short. People use the length of the message as a screening mechanism. If the message is short they read it. If it is long, they do not. It is no surprise that instant messaging and twitter are hot. The messages are short. Cut the length of the message and increase the impact.
3 – Allow prospects to take action quickly. Have an obvious “order now” button. Have the phone numbers obvious. And good old fashioned call to action – tell the customer what to do.
4 – Keep it simple and intuitive. Customers will not stay long enough to figure out how to do things or to find where things are. Avoid redundancy. Redundancy is the main cause of excess verbiage.
5 – Deliver quickly once you get the order. This is an instant world. People expect it immediately. The standards you compete with are high and expected. Perfect service is now the expected norm.
The new ADD world demands simplicity, brevity and ease of use. Marketers have the challenge of getting through to these ADD consumers. These 5 rules should help.
