In the 1970s, the average person was exposed to an average of 500 ads a day. In 2017, the number is closer to 5,000. In short, grabbing the attention of your target audience today is 100% more difficult than it was 50 years ago. As a business, overcoming the challenge of audience engagement requires taking a creative approach from marketing and stepping away from the stock standard pitch format. This week, we explore five techniques and approaches you can use to engage your audience.
People love to learn and one of the best ways to lead them to think about your product is by educating them about the challenges it can solve. So instead of leading with the product features, you might lead with a statistic that leads them to think about an issue relating to your product. For example, if you’re selling cleaning equipment, you might lead with a statistic like ‘the kitchen sponge is 200,000 times dirtier than a toilet seat’.
Asking a question is a simple and highly effective way to get your audience to start thinking about a problem and how it can be mitigated with your product or service. Some examples include:
Isn’t it about time you did something with your garden?
How would you feel if your house was broken into?
Are you tired of being overcharged for mechanic work?
Detailing the challenge or problem that your product fixes can be a great way to relate to your target audience and get them thinking about your brand. For example, if you have a house cleaning business, you might begin a flyer pitch by describing how thankless cleaning your own home on a weekly basis can be. The more specific you can be, the better, so make sure you research your target audience to understand their needs.
Providing your professional opinion about a current news item can be a great way of exposing your target audience to issues they may not be aware of and exercising your brand voice and philosophy.
If you want to strengthen the rapport you have with your existing customer base, one of the best ways you can do so is by offering a ‘how to’ session for your products that provides them with professional tips they might not know about. This could be done either in person with an event or through video.
Direct Mail Solutions specialise in helping Melbourne based businesses manage their direct mail marketing needs.