It’s an age-old question: “How can I make sure my message cuts through the massive clutter of advertising that people are exposed to every day and actually reaches my target customer?” The short answer is, “very carefully”.

As consumers we now live in a world where we are constantly barraged with information that is immediately accessible at any time of the day. Some of the content is information we choose to receive but a great deal of advertising and offers that are pushed in front of us is simply ignored.

The first step to successfully reach your target audience is to gain their attention by sharing relevant content that matters or is beneficial. The goal is to earn your customers’ trust. But that will rarely happen if your ad copy is considered to be trivial, useless, or even worse irritating.

Here are 2 simple rules to follow for each message that you craft for your audience:

  1. Share information designed to SERVE versus sell
  2. Your message should INSPIRE and ENABLE versus blatantly persuade

Savvy advertisers have discovered how effective digital advertising can be when you follow these rules. The foundation of a digital campaign is built on crafting compelling content that is shared with the target audience throughout every touch point in the customer journey.

According to the Interactive Advertising Bureau digital advertising revenue in the U.S. soared to a record $15 billion in the third quarter of 2015. And those numbers will continue to climb as long as consumers continue to rely on their mobile phones, tablets, and laptops to communicate, access information, or make purchases online.

Digital advertising offers unique advantages over traditional mass advertising. First and foremost it is trackable. But digital advertising certainly has its flaws with ad blocker software and wasted ad impressions that are swallowed up by bot traffic.

Content marketing, or what we call Storytelling, has become an extremely effective way to increase sales. But it takes knowledge, patience, and discipline to develop a successful course of action.

“Sometimes things aren’t clear right away. That’s where you need to be patient and persevere and see where things lead.”
~ Mary Pierce
CATEGORIES: Storytelling