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.
I’ve been working in B2B marketing for a long time. In several industries and across lots of countries. Over the years I’ve learned lots of helpful marketing tricks the hard way. Such as words that are likely to provoke physical violence in a Board meeting, or how to