This morning my husband Lou and I took a late morning break at our favorite local coffee shop and when we drove down the street Lou noticed that one of the shops had been torn down.
"Wow," he said; "How many times have we driven down this street and now I can't remember what was in that spot." I replied that it's amazing how we eventually don't even see what's right in front of us and it hit me how much that's true about our businesses and our brands.
Our poor brains are so overwhelmed trying to stay focused on what's important for us that they naturally start filtering out stuff that they don't need to think about about. That includes paying attention to stuff we see every day. Our brain is doing us a favor when it does that.
The challenge for us as marketers and brand builders is to break through the brain's natural defense system and catch the prospoect's attention. How do you do that? Well, if people are used to getting email from you, capture as many snail mail addresses and send them something in the mail.
Have you upgraded the front of your store or office? That building we past was a dull tan. Yawn. Enhance your building's physical appearance...at least upgrade your signage...to catch people's eyes and create a clear landmark.
Stumped for ideas? Ask employees what they think you could do to improve your external appearance. Ask customers for ideas. Create a contest and give a fun prize for the best ideas.
What will you do this spring to wake up your prospects and customers?
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