241New Marketing Reality 4Because we are bombarded with hundreds of marketing messages every single
day, we tend to tune out. Those of us wishing to smash through that clanging
need to be aware of the challenges our message has in terms of even being heard
today. Without knowledge of this sad reality, millions will continue to be spent
with little or no avail.
Not only does your message need to penetrate the marketing noise out there,
it needs to convey what you are about. It needs to show you, your product or
service and all its benefits fully. That’s not an easy task today given the volume of
marketing noise.
What do people buy? Really? They buy YOU. They don’t care about your fancy
brochure, they buy you. So any time your advertising can help prospects trust you
more, the more effective it will be. People don’t trust marketers or salespeople like
they did 20 or 30 years ago. Research has proven conclusively that those of us in
sales or marketing are not believed and people treat us with more suspicion than
ever before.