Getting Your Message Through Is Difficult, and That’s Your Advantage

One night my wife and I were at a hockey game. Before the game started, advertising -- actually television commercials -- were running on the four-sided scoreboard above center ice. She turned to me and said, "It's impossible to get away from marketing. It's everywhere you go."

She's right. Like most professional hockey venues, this arena has advertising on the scoreboard, above the entrances, hanging above the walkways, on the walls in the concourse, along the boards, and even on the ice. Of course this is hardly different from just about anywhere one goes. And that's what makes marketing your business so difficult!

Researchers say that we are exposed to thousands of marketing messages every day. From logos on shirts and shoes to radio and television commercials. From direct mail to newspaper and magazine ads. It almost never stops. As a result, we defend ourselves by blocking out much of the marketing static that invades our personal environments.

But that's okay. It just means that your marketing messages must resonate with your profitable target audiences in a way that makes your audiences take notice and react. Is it easy? No, it's not, and it's getting increasingly more difficult. But that's not a bad thing. Since it requires thought, trial & error, and diligence, much of your competition will not do it effectively or for extended periods of time.

Getting your message though is indeed difficult, and that is exactly what offers you an advantage. So be sure to market yourself, your company, and your services/products in a way that cuts through the static and makes your prospects and clients take notice!