Hey! I’m over heeeeeeere!
When new media catches on, it spreads everywhere. And fast. Conversations about YouTube! were rare at first, but once we saw how quickly these videos loaded and how well they played, we wanted to tell all our friends about them!
We’ve experienced the same phenomenon with Flash, AJAX, Google, Twitter, Facebook, LinkedIn and nearly every type of social media you can think of. We say “ooooooh! that is COOL!” then we dive into it.
Trouble is, that while we are swimming deep in the new technology we find nifty, most of our friends are doing the same (and we all keep sharing it). The result is a saturation of media.
Ad columnist for Entrepreneur.com, Roy Williams, wrote about “Advertising Trends: Publishing Past Media Overload“. In the article, he shines a spotlight on problems we face today in advertising that have only grown worse.
The more we have to look at and react to, the harder it is to see things individually. Say we go to a sports arena and have 30-70,000 people around us … ever noticed how really tough it can be to find a buddy (or wife) in the crowd?
Flip that around: in that same arena when you leave your friends (or your husband) to go grab a bite/drink/restroom break, it’s equally hard for them to see you. Getting noticed takes a LOT of effort. (And “hey I forgot my wallet” can be a painful trek back across the crowd!)
With all the new technology we have, often being force-fed to us (see how much you get hit with on your local news station’s web site!), it is no wonder those wanting your attention (and your money), have such a difficult time reaching you.
In Roy’s article, he suggests we all spend a bit more time writing headlines to get attention, then proceed to take that reader’s attention to inform them what you can do for them.
Be fun, smart, and innovative, but make sure you can back-up your headline with reality! Find what you want to get your readers to react to, and grab their attention. They are likely reading e-mail, checking in on Facebook, sending out a Tweet, checking the team scores on ESPN and doing some online shopping. Will you be seen?
Remember, there is a lot more to advertising than a pretty picture, cool graphics, or some well-written copy. It takes a balance of it all to get noticed!