I currently hold in my hands a piece of marketing collateral created by another marketing agency.
It’s a small print piece designed to promote the product to prospective customers.
This marketing booklet would easily get the stamp of approval from any marketing department.
It’s filled with the following:
- Appropriate use of stock photography
- Benign text that discusses features rather than benefits of the product
- No statements that could be misconstrued in any way
- A list of reasons why the product should be adopted that aren’t actually real reasons
- Lots of buzzwords including efficient, solutions, amazing, connections, partnership, reliability, and value
It’s a corporate marketers dream piece. It’s a check in the box. It’s enough for someone to say “Look what we created!” and then forget about it the next moment.
In a word, it’s boring.
But here’s the truth: boring doesn’t attract attention. Boring doesn’t sell. Boring doesn’t make a difference. Boring doesn’t change the world. Boring doesn’t drive engagement. Boring doesn’t build the future. Boring isn’t even read. It’s skimmed, then dropped.
Do you have to be over-the-top crazy? No. Do you have to be offensive? No. But do you have to be boring? Absolutely not.
So how do you make your marketing not boring?
We’ll break it down in today’s podcast.
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