To get the most out of Marketing it should come naturally. Yes, posting a huge AD up of “Come See Me Now!” along with whistles and horns blowing could get people’s attention, but this is wanting attention. What if the process was about getting people aware of a Brand to create interest which ultimately generates sales? Throwing Content up, thoughts, or ideas, is a way of saying look at me, for a moment. Where as pushing experience directs people to become a part of a Brand for life.
Content can become overwhelming at times. Or worse, it can pigeonholed a Brand to a certain style. Getting attention happens when people become aware then interested. This occurs with experience. If content is necessary for the soul, and ideas / thoughts need to get out, then keep the ratio to a 4 to 1 in favor of a Brand’s experience. This way people are slowly seeing what is selling, but at the same time given the choice to follow a Brand’s adventure.
Ultimately, in the beginning of a Brand’s life, getting an audience involved is more important than expressing content. Building an audience is primary, and letting them follow the growth of said Brand is important for longevity. Content is the equivalent of asking people to come buy, see, watch, and touch a Brand. It pushes them away. They want to choose to become engaged. While being told to do something is off putting when a Brand has not earned the right for content.
Look at AD’s from major companies. They never say Buy me!
PS… Can you find the monkey?
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