03 June 2010

Having nothing to say...or so you think

In the constant stream of 24x7 communications - as my Tweetdeck keeps chirping at me - it seems inconceivable that a marketer would be at a loss for something to say. Everyone is talking, texting, tweeting, emailing.

But for marketers who have a niche market, or who have been in the industry more than a few years, I bet you find yourself cringing as you think you "have I already said this before?". Or worse, grapple to find something to say at all - the ultimate death knoll for a marketer.

Before you start worrying that your career as a marketer is over, stop for a moment - and think as a consumer.

How many newsletters, emails or online catalogs do you receive in a given week, month?

You may have the time to read their message when they first arrive - but I'll bet that you often delete it, or lose it in your inbox and basically wait for the company's next message to you to arrive to actually read it.

Consumers want their information when they want it - not when marketers send it. It is almost impossible to align the two tangents on the same consumer curve.

Instead, as a marketer, when you think that you are out of things to say - say those things again. Work to rotate messages, delivery schedules, subject lines, plain text versus HTML.....say it funnier, enhance it with research, write it in another language - something to break up the monotony.

Someone, somewhere, is reading/listening.

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