February 5, 2009 – Marketing is all about telling a convincing story that people can feel a connection to and believe in. That in itself is a very difficult task because everyone is different. Changing someone´s mind once it is made up is very difficult because when it comes to making a purchase, logic is usually the smallest part of the decision factor.
Instead, marketers have to rely on feelings and passion through a story or analogy to sell a product. Today, creating a successful marketing campaign must be based on subtlety.
Consumers are used to being bombarded by screaming advertisements telling them to buy this or that if they want to do this or become that. It has come to the point where consumers are tired of “In Your Face” advertising and pride themselves on not being easily persuaded by ads and on being skeptical. Consumers today are more informed thanks to the power of the internet.
Today´s consumers like to think of themselves as free willed and being able to come to a conclusion for themselves as to what they should purchase. This is where marketing subtlety comes into play.
A marketer must create an ad campaign that is short and leaves a question in the consumers mind. This way, it will make the consumer want to know more about your product and decide for themselves whether it is good for them or not.
That is the key element to the whole marketing campaign; letting the consumer believe that he or she alone made the decision that the product being marketed is a good deal or a good service.
Now, this type of marketing strategy must be made for a specific target market. It has to be made that way because only your target market audience will “get it” and choose to buy your product or services that you are marketing.
The art of marketing subtlety is based on knowing that your target consumers can put 2 and 2 together. Even though in a large scale it is quite an insignificant number, if you make a marketing strategy for each of your specific target demographics, then you will end up with a goldmine.