Are You Marketing To Deaf Ears?

If you’ve been around marketing or sales for more than forty-six minutes, you’ve heard the expression “What’s in it for me?” to describe the mindset of your prospect.

WIIFM is the human default signal. We process the world in selfish terms–– how does this product or service, this action, bring me something beneficial? It’s our survival instinct.

And WIIFM has never been truer, or the signal stronger, than today.

Because now each of us is not only assaulted with messages in media everywhere, we are also each our own media conglomerate.

We broadcast on our channels–– Facebook, YouTube, Pinterest, Instagram, Snapchat, Twitter, LinkedIn, and so on. We build our person brand’s market share, fan bases, loyal followers, and yes, even trolls and haters.

Naturally, when you’re running your own media company, you can get narcissistic and selfish with your attention. So, marketers must be selective and smart with their messages.

A distracted audience is extremely tough to win. Be empathetic to its needs and be certain you’re broadcasting messages to resonate with the only frequency they are tuned in to 24/7.

And it’s tougher than ever getting advertising on that station.

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Patrick Scullin is an empathetic adman and founder of Ames Scullin O'Haire Advertising (ASO), and has created campaigns helping Georgia Aquarium, The Coca-Cola Co., UPS, Golf Pride Golf Grips, Mitsubishi Electric, Delhaize America, Georgia Natural Gas, Mellow Mushroom and more.

He has two blogs:  Empathetic Adman (marketing pontification) and The Lint Screen (satire,  smartassery humor, pop culture ramblings, and advice for people getting hip replacements).