Nobody Cares until Everyone cares: How can marketers or businesses get people to take action?

Now before we get down to things. I’d like to apologise for neglecting my blog for a while, with being on holiday and completing university assignments i’ve been rather busy.

Moving forward, the big question of the day, how can you actually get people to care about your work?

Throughout my life, i’ve been rather fond of others creations, achievements, art or work, but not near enough to actually take action upon it. For example, if a friend of mine asks me to share something of theirs (maybe a creation or a charity donation) that doesn’t ‘fit my social media presence’ or something i genuinely take little interest in and I don’t, does that make me a bad friend, or just human? If as a friend, I don’t make the time to take serious interest in their hard work, how can marketers expect strangers to?

The problem?

I believe the fundamental problem lies with care, or rather the fact that as people, we don’t actually care about much in life unless it either 1. Effects us or 2. Benefits us. (Sad society we live in eh). So in my search of human care or the reason for the lack of it, I began reading a very thought provoking book (you may well have already read it).

Content Inc. How entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses – Joe Pulizzi

Despite being a lover of content marketing, it isn’t just the description or principles of content marketing that i admire, it’s the authenticity of the message it provides. It describes the power of building the audience first (I’ll speak at length later on this) and also how to build that audience but what I found difficult to understand is how it fails to address the lack of care people have for our causes and how this may well be the fundamental problem.  Asking somebody to share your work is a big thing for them (it really isn’t) but we make it seem like it’s so difficult. This ties into the fact that guess what? PEOPLE DO NOT CARE. Making them care isn’t going to happen without that benefit aforementioned.

Benefit is the key…

We all know that if a brand wants me to buy a product, it has to benefit me, right? Shampoo benefits me because I need to wash my hair, the deciding of which of the substitutes I choose to purchase comes from which product provides the MOST benefit. So why don’t we apply that to our causes. That benefit, that differentiation is what we make purchase decisions on, so surely the same applies to subscribing to a youtube channel, signing up to that email listing, purchasing that magazine.

This links me nicely on to the original focus of this blog post. Why don’t people care until everybody does. I bet you any money in the world, that the first people to subscribe to the most popular channel on youtube right now shared the shit out of it, and nobody on their Facebook friends list gave a flying f**k. So why do we only care about things when other people do?

We’re followers…

Well obviously!! We all know we like to follow, we all know that we want to be doing the same as the next person and we don’t want to miss out on the latest craze that everybody is talking about. However, it is this fundamental lack of care about content or product or personality at the start of the creation that is the problem. How can you generate an audience when nobody cares until your work is popular or cool.

You guessed it, back to benefit.

BENEFIT BENEFIT BENEFIT.

As a marketer, an artist, a creator you have to provide value to peoples lives. Make them care, make them watch your youtube videos. Make them subscribe to your email list by showing them clearly and concisely what they’re missing out on if they don’t.

Many brands recognise exactly what i preach to you right now, but don’t do it well enough. Consumers see through the B.S advertising messages in this modern critical world in which 500 reviews or ratings are just clicks away. You have to show the benefit and do it so that your audience can see the benefit clearly and so it doesn’t take up too much of their precious time. What value do YOU provide?

But hay, What do I know?

 

 

Trump, Brexit – are brands missing a trick or is the risk just too great?

Sitting in my 10am lecture this morning, learning about social media marketing, blogs and more gave me a sudden awakening, i’ve been neglecting my own blog! Aside from this epiphany, the content of the lecture about digital identity and brands allowing consumers do the marketing got me thinking. Why aren’t brands capitalising on recent events?

So incase you didn’t know, Donald Trump is president of free world and the UK is just over a month from officially leaving the European Union. I’m sure you’ve all heard and i’m sure you’ve seen the social media uproar in opposition,this means brands have seen the same, but why haven’t they responded?

Why aren’t brands reacting to recent events?

Now we all know (you’d be naive not to) that publicly supporting a controversial figure or event is something brands probably shouldn’t do, thats if they want to keep their business anyway. But with Donald Trump sparking unbelievable amounts of controversy and Brexit lingering over our heads, why don’t brands do the opposite?

Thats right, go out and publicly show your Dislike for Mr Trump or even be brave and support/disagreement to the Brexit decision. Brands are scared, fact. The idea of shutting off even a percentage of your consumers is daunting, I understand that, but what if? What if a brand, or a multitude of them did start publicly expressing their distaste for Trump and even making a joke out of it. Now unless you’ve been living under a social media-less rock, you’ll know that a joke about trump is a friend to the internet, controversy will almost always spark brand engagement (even if it’s not always positive) So why won’t brands do it?

trump

They’re on the fence, and afraid to be political which makes sense in some respects, but we’re in changing times, and maybe the industry could do with a risk taker. After all, aren’t the best marketers risk takers? People who dare to do something a little edgy. We’re taught as marketers to respond in real time, I bet if I tweeted a lot of brands with a concern they’d respond to me within the hour, maybe even in minutes. So why aren’t brands responding in real time to the real world issues and what’s going on around them and what’s happening to their consumers. Despite corporations constant scrutiny on ROI and marketing, what if a brand was bold enough to just say f**k the data lets do it. We’re now in a time of opinion, everyones got one no matter how much they try to hide it, so why not capitalise on opinion an dare to be a brand with a voice. A brand that isn’t like the others. Too risky eh?

Is the risk just too high?

For most brands, yes. Of course shutting out business is a bad move, but what if your (target) consumer agrees? (No i’m not insane), seriously, without name dropping, let’s take an example of a brand.

So this hypothetical brand is a brand who targets left-wing environmental activists because their product is a friend of the earth, how many of their consumers do you think support Donald trump? Or Brexit? My guess would be not many. So if said company exists (which it does), WHY AREN’T YOU CAPITALISING! It’s okay to be scared to take risks, but to miss opportunities, well thats just outright stupid. If you, as a brand REALLY do segment well, and REALLY know your consumer, you’ll know that you’re targeting a group of individuals, probably likely to have the same attitudes towards certain things, like maybe politics, or money, or lifestyle and thus you should be able to recognise weather your consumers would laugh at your witty anti-trump Social media content or your post about how we’re all doomed after Brexit.

Thinking different is something I pride myself on, so Brands, it’s just a suggestion, you can say the risks are too high all you like, and for most, they probably are but you can’t tell me you haven’t laughed at an anti-trump meme, can you?

But hay, what do I know?