If I look at what we do with clients, much seems to be about putting in place the machinery to make a lot of noise. No surprise there. Our clients are trying to change the way they do their marketing, so their machinery likely needs creating or changing.
But do we/they/you think hard enough about what you then say?
Seth Godin puts it concisely on his blog like this:
The sound of a small bell during a dark night
…is louder than the din of traffic outside your window during rush hour.
Surprise and differentiation have far more impact than noise does.
So, does your marketing pass the ding-a-ling test? Does it get noticed?
Now, try not to remember this song (go on, click it):
