Inbound marketing focuses on the power of pull. You do everything possible to anticipate the needs and wants of your buyers. You then invest heavily in different messages and media to get clicks, appear on whichever rectangular piece of glass flickers before the prospect, and command their undivided attention for a spell. And you usually fail.
We are all hopelessly distracted. It’s not a disorder — it’s the new world order.
Can I have your attention, please?
Whichever methods we put in play with our marketing, we’re powerless unless we’re able to get a prospect to pay attention. It doesn’t come easy. As long as we’re online, on earth, and in a media-centric society, there will always be a shiny object scattering, shattering, and battering our focus.
Okay, when you practice inbound marketing for a while, you start getting good. You figure out how to write a headline cursors and fingers are magnetically attracted to. But a click is nothing more than a click until you, the messenger, truly click with your customer.
You either get remembered or forgotten.
I’ve been tossing that little homegrown axiom out there for years. The gauntlet I’m laying down here: Your goal is to be remembered.
“I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” – Maya Angelou
As you know, it’s damn hard to be remembered for what you wrote or said. And who needs another impossibly lofty goal? The goal, then, is to say or do something memorable by sparking an emotional response.