When you think of business culture, where is the most bluster likely to come from? Without a hint of delay, we believe you immediately thought of marketing fluff. It’s true. There’s so much promotional material out there by now that most of us are quite capable of ignoring it.
That’s because we know 95% of it is just dry spiel. We know that despite marketing departments trying to hit out pain points, the solution to living a healthier and better life doesn’t come from following every marketing promise and hoping it’s the next thing to change us.
This is especially true in a world where marketing follows us everywhere, from the ad breaks in the content we watch to the social media banners we carry around with us in our pockets. Sometimes, just being non-offensive and pleasant to witness is a major achievement for a marketing team, because at least you’re not frustrating anyone.
But this is a fairly negative viewpoint to take. So instead of bemoaning modern marketing, let’s see what it does right, and how you can, personally, unburden your own approaches from the weight of marketing fluff:
Consolidate Your Points
Too many marketing campaigns try to say everything at once. They want to be zany, funny, cool, and interesting and sell you a product But if you’re trying to make five points in one ad, you’re probably not making any of them well, so just focus on one theme or emotion for each piece of content. Show a problem being resolved. For instance, easily showcasing someone feeling soothed by your cough drops in a business meeting gets the message across, and people can relate to it. That way, you can rebuild the aesthetics around that core message instead of filtering the message through the design.
Run Precise Campaigns For Specific Purposes
A campaign, be that a video campaign or using an excellent agency such as Toni Marino SEO, will require careful attention and precision to get right. For example, if you’re promoting a new health app, don’t just run one big campaign about how great the app is in general. Be specific, and distil that message into smaller, more focused efforts: one aimed at people who want to track their fitness progress, and another for those interested in meal planning. This allows you to show the message and build the texture of your campaign but also hammer home the points you’re most inclined to get across.
Trust Your Own Perspective
It’s easy to want to follow the crowd in marketing and for obvious reasons. You might see your competitors leaning hard into TikTok trends or overly complicated infographics and feel like you need to do the same in order to get a shred of attention. But, of course, following the crowd doesn’t always work, and your brand’s voice can get lost in the process. It might have caused you to buld up that fluff to begin with.
To make it more human, ask what you genuinely believe about your product or service. Why are you proud of it? Then if you think a particular approach is best, such as running an open day, opting for creative signage from Foamex Board Printing online, or partnering with an influencer to promote your new gym, you can do so with a sense of confidence.
With this advice, we hope you can reclaim your marketing approach and make it original again.
