I saw Professor Mark Ritson tweeting about this. It was true 40 years ago, and it’s still true now. Amazing.
I’m sure the marketer didn’t mean anything by it, but I recently heard a speaker at an large event for senior B2B marketers remark that, in the age of social media, customers have an attention span close to that of a goldfish. The throwaway remark upset me a little bit. My immediate thought was … This marketer’s comment about customers annoyed me…
I’ve written about empathy before. It’s something I feel strongly about. Empathy (alongside things like creativity, commercial-nous and salesmanship*) is one of those core ingredients that makes the difference between a marketing communicator and a brilliant marketing communicator. It’s possibly the most important ingredient. The way I figure it … I learned another lesson about empathy this week
“Hey, Brian, Samuel L Jackson is on the phone again. He wants to know if you fancy grabbing a beer after work?”
I’d have to think about that offer for about 2 flaps of a hummingbird’s wings before answering “hell, yes.” It would be about as irresistible to me as … One simple secret to irresistible marketing
“Are you kidding me? We only got 26 sign-ups?”
“What do you mean ‘it only got a 3.6% click through rate’? I spent ages crafting that article.” … Marketing is tough. Customers are busy.