Your Customer’s Prized Possession? Their Time.
Written by Drew McLellan
on May 12th, 2008 / 1 Comment / Print this
So spend it wisely.
I got a packet today, from someone who is trying to sell me a service that I’m probably interested in. We’ll call me a lukewarm buyer. I don’t know enough to be a hot buyer, but the potential is there.
I had asked the rep to send me some information. I received a very nice folder/brochure, a DVD and a cover letter. The cover letter says:
“Blah, blah, blah…. In addition, there is a DVD enclosed that will tell you all about the products in about the first 20 minutes.”
What? The FIRST 20 minutes? Are you kidding me? What in the world makes them think I am going to watch their promotional material for almost a half hour? It is never going to happen. And now, because I didn’t get the information I needed, I’ve become a much less interested buyer.
Consumers today have a USA Today mentality and attention span. Give it to me short and sweet. Or I don’t want it. Technology has given us the tools to skip, skim or just ignore marketing messages if they aren’t delivered in a palatable way.
How are you doing in this arena? Are you being mindful of your potential customers’ attention spans or are you cramming as much information at them as possible?
Are you being skipped, skimmed or ignored?
About Drew McLellan
Drew McLellan gets branding and marketing and he desperately wants you to get it too.
So he tells stories, asks questions, and milks sacred cows. All to help clients discover their brand so they can create authentic love affairs with their customers.
Drew has not only survived 20 years in the advertising and marketing arena, he’s thrived in it. After working for several other agencies, including Young and Rubicam’s CMF&Z, Drew created McLellan Marketing Group in 1995.
Considered a national branding expert, Drew is a highly sought after speaker and has given about a zillion presentations at national conferences, key note addresses, training for his peers in the profession, college students and even his daughter’s eighth grade class.
Over the years, Drew has lent his expertise to clients like Nabisco, IAMS pet foods, Kraft Foods, Meredith Publishing, John Deere, Iowa Health System, Make-A-Wish, University of Central Florida, SkiDoo and a wide array of others.
When he’s not out preaching the good word of marketing & branding at work and on his blog Drew’s Marketing Minute, Drew spends time with his family and pondering why the Dodgers can’t seem to get back to the World Series.
Drew has a Master’s Degree from the University of Minnesota but alas, he cannot remember their fight song.
Shoot Drew an e-mail.
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One Comment to “Your Customer’s Prized Possession? Their Time.”
May 12th, 2008
1:56 pm
Hi,
Good point you have on the attention span! What do you think of blog posts? Should them be limited to, to tackle the short attention span?
How long do you think a blog post should be written?
Cheers!
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