Every time I login, I get a pop-up flash sale. When I attempt to exit, I get a different pop-up. At the networking event someone pushes the sale of a ticket. The TV commercial shows misery and asks for money. Is this helping with market attention or pushing it away?
Most people will enter your website with curiosity first. An “order now” pop-up is painful before I’ve had a chance to view the menu.
We don’t like telephone calls from someone we don’t already know.
We shy away from non-profits, even those that we share a purpose with because we’re afraid of being guilted into something more.
Although the intent is to improve, what we sometimes call marketing is driving down or driving away business.
There are a few simple rules for navigating market attention:
- Don’t assume or treat everyone the same. Repeat buyers are different from new contacts.
- Attempting to create a feeling of guilt with your base is the quickest way to weaken your relationship.
- Understand that diminishing attention means your value proposition is less attractive than it once was.
- Hitting your base (tribe, customers, members) harder and expecting linear (or greater) results is almost always a fallacy.
- Respect and reward those with the energy to engage, as much as or more than what you offer potential new customers.
Your market is built on trust and emotion. Certainly, fairness and value are part of that process. Gouging your market is a turn off. So is the repeated invitation to subscribe when you already have.
Attempts to gain market attention and increase your base are sometimes doing the opposite.
Two steps forward, two steps back, doesn’t get you very far.
Dennis E. Gilbert is a business consultant, speaker (CSPTM), and culture expert. He is a five-time author and the founder of Appreciative Strategies, LLC. His business focuses on positive human performance improvement solutions through Appreciative Strategies®. Reach him through his website at Dennis-Gilbert.com or by calling +1 646.546.5553.