STOP MAKING 'AVERAGE' MARKETING! | MARKETING MYTHBUSTERS

Being average used to be enough to stay in business. Do what everyone else was doing and, while you wouldn't break any records, you'd probably still land enough customers to keep you going. But that's no longer the case. The problem with average marketing is that people no longer listen to you or trust you. Today there are just too many TV channels, websites, ads, videos and goodness knows what else clamouring for our attention every second of every day. Consumers don't have time to pay attention to all the stimulation. So we ignore it. Today, average equals anonymity or even invisibility. So what do we pay attention to? We notice things that stand out from average, things that break through the monotony, that resonate with us and invoke an emotional response. We notice the brands that do things differently. Then we tell people, firstly our friends, then our wider circle of influence. Business survival has become about standing out. It's about creating a wow. So that you become noticed. How do you do that? Well, that's different for everyone. Well, it has to be, otherwise we're back to being average.