For any business, making a sale is perhaps the most important of goals. And that is not a bad thing. There are plenty of products and services that are offered to the marketplace. The only problem here is this – there are many choices of products and services to consider with so little time. Add the fact that most of these advertisements are conducted via the television medium and it is certainly a deluge of information.
The end result is that most people tend to ignore most of the things being pitched to them. This is such a waste of time, resources and energy. The problem of poor audience response could possibly be traced to one thing: there is a lack of effectively spreading new ideas or messages.
Spreading of messages was a topic raised by social marketing guru Seth Godin. In his TED talk, he shared that many of the products and services offered today do not get the traction they need because their idea, their core of existence, is just too common.
Further complicating matters is that a significant number of marketers focus their efforts on gaining traction in the so-called middle market, the market segment comprised of established and steady buyers. Yes, this market may be the largest, but it is also the least likely to change their purchasing patterns.
According to Godin, the best market that a company should tap is the innovators and the early adapters (the ones most likely to buy or promote something new). While the numbers may be few, it helps that this market segment is much more willing to spend extra, just for the sake of being one of he first buyers or be the center of attention for using something unique.
Godin said that ideas and messages are the main vehicle in which to spread stories and advertising to a target audience. He articulated three main points that influence the concept of ideas and marketing today:
- Design rules now – Ideas are meant to create an impact with the audience. To create a design that will delight and grab the attention of prospective customers moves a company a step closer to spreading messages and ideas more effectively.
- Safe is risky – These days, a business must be ready to take risks. This is the only way for it to get results. Take for example, the markets it targets. If this business insists in keeping the attention of regular customers, then it will fail. Target the fringe and it might see some results.
- Very good is very bad – Very good is basically average and boring. No one is going to notice the merely very good. The message needs to be different, not just very good.