Month: December 2015

Don’t interrupt it’s rude…

Interruption Is The Prelude to Engagement

“Don’t interrupt, it’s rude” at least that’s what I’d hear when I was little.

So eventually, you learn how to interrupt in a way that isn’t rude. You do so with timing, with skill and grace that reads the right moment and has the most impact. No point barging in all guns blazing, you’ll be heard but you won’t be really, people will switch off and carry on. You’ll get no engagement.

So, most of the time, I really don’t like ads. It’s mainly me, a little cynical at times. It’s an over 40’s thing.

I’ve been known to sit there and curse when they interrupt my favourite TV show, or when they stemmed a flow of really good tunes on some cool radio station or on my Spotify cheapo account when I had one.

If I had a list of pet hates they might go something like this.

  1. Happy Background Chirpy Builder Whistle tunes as some mellifluous sounding voice actor does the whole reasons to buy this product schtick
  2. The Hijacking of a great old tune I love to promote a product I don’t really care about.
  3. Charity ads that play mournful music as the next sad deserving case is rolled out full of desperate imagery of a life painted extreme
  4. Ads that use ringtones or factors of technology I own that make me reach for my phone or look door wards thinking the doorbell has rang
  5. Ads that use stereotypes to reinforce a perception via accents for example
  6. The John Lewis Ad.
  7. Ads that prey on the vulnerable – Loans, Insurance etc
  8. Ads that tell big fibs
  9. Ads that promote controversial products and use sex and style and the desire to be exclusive as part of their appeal – Vaping ads being one very recent type that makes me snarl.
  10. Quit smoking ads and their disgusting visuals

Of course, many of us seem to like them, I’ve heard friends sing renditions of  Go Compare adverts, I’ve had a friend mimic the Flake ad in humourous mockery and who hasn’t had a friend use the word “Simples”!? Crikey, I myself have been guilty of singing the We Buy Any Car ad in a Nelson Mandela accent. Any, any, any…

There’s no getting away from them really.

You can turn off the tv or switch over (like many of us do) or watch stuff on catch up and FF the ad breaks, make a cup of tea (that’s four cups in an episode of Jekyll and Hyde or Homeland) yet unless you’re profoundly hard of hearing then their ear worms will continue to get through to your brain. Sheer volume and weight of numbers over time means they’ll find a way through.

They certainly work else, we wouldn’t see them anymore.

Look at the analytics packages of a big brand that uses TV or Radio and you’ll see little spikes in web traffic. Look at the social media platforms for ads that the ad lovers like and you’ll see #tags and reposts and poses and skits and all sorts.

I’ll even confess to having a soft spot for the Malteser cup cake ad, but only because it’s genuinely funny and I fancy the lead.

And I guess that ultimately, that’s the thing isn’t it? Interrupting people sufficiently to gain their attention has to be packaged in all manner of ways to suit different styles and tastes. One man’s meat is another man’s poison after all.

I’m certainly no great ad creator but I do have an inkling for the processes that are at work. It isn’t so difficult to work it all out if you stop to think about the ads and what they are trying to do.  And if they aren’t funny or interesting or visually and/or audibly appealing or  sexy or ear wormy or shocking or endearing or otherwise noteworthy then they’ll have no impact.

A good ad will of course be memorable for all sorts of reasons – they’ll have impact and make a mark and leave us with an impression of the brand and the message that will linger. It’s a whole lot easier to achieve with a well thought out tv ad and that’s probably why they’re usually the preserve of big brands with the scope and budget to monetise them. They get to interrupt us when we are at our most pervious, when we are at home relaxing, watching our favourite things, off guard.

Online marketers do get to do the same of course.

They get to interrupt people virtually 24/7 via desktop computers, tablets, watches and phones via app alerts, emails, well crafted headlines and snippets that appear in the SERPS, content shared across social media, retargeted ad creatives that follow users around the web.

Those that do it correctly, get an engagement, get that all important piece of attention, that opportunity to convert the user and encourage a repeat transaction – but it all starts with an interruption of sorts, if it’s annoying, then you’re doing it wrong or they’re just not your audience.

Hat tip to Mr Trott for the thought train.

 

 

 

 

 

 

New Year – New SEO Products – Links, Audits and Reviews

Hello – I’m excited to announce the release of some really useful SEO products for 2016.

The products are aimed at marketers and business owners and lazy SEO’s who’d rather not do the work themselves.

Presently, there are three four to choose from but I’ll be developing more as time allows.

It’s a bit of a departure from the usual SEO product suite announcement in that none of these products are produced via automation or some clever backend api integration.

The reports created will of course use a suite of the best tools in the business. For starters most will use a combination of Kerboo, MajesticSEO, SEMRush, Google, Bing and Moz – we also use a few other top-secret ones too but if we told you what they were then we might have to tickle you to death.

The nature of the type of reports produced means that you’ll have to wait at least a few days for whatever you buy. Sometimes you’ll have to wait longer dependant upon what you’ve ordered and the number of others waiting for the same. Look for the status update on the product pages for the latest turnaround times.

As I said, there are 3 4 new products.

A manual link report product, an seo site review , a content marketing module and a bells and whistles audit and strategy report.

The products are all different and tailored to the specific client that requires them. There’s no template, no fluff, no sausage machine in action.

To go too much in to the finer details of each would be to spoil the surprise and delight of your purchase.

What I can say is that I love what I do and have been doing it for quite some time now (20 years OMG).  I’ll provide you with actionable insights that will make a difference to your understanding of your business and niche. I’ll give you ideas and inspiration and will show you how to fix any general silliness you’ve managed to find yourself doing. I won’t tell you about anything you know already and I won’t kill you with charts and lists and intangibles.

You’ll find phraseology like – “This part of your site is sub optimal and my recommendation is that you change this line of code to this line of code” or “An analysis of your market shows that you have some major content opportunities at hand, my advice is that you do X Y and Z as a priority…”

I hope not to have to write stuff like “The majority of your backlinks appear to come from a suburb of Afghanistan, whereas you aspire to rank in the bustling community of NYC…” I’d prefer not to work with numpties if I can avoid it, so if that’s you then erm…sorry.

There are rare occasions when it’s clear that there’s very little to say or add.

If you are one of these fortunate people then accept my apologies in advance as I decline your request. Why not go spend your cash on nice holiday or give it to charity instead?

That’s it! Happy 2016 to you!

Ps For the referral minded among you, there’s an affiliate program full of half decent commission for completed sales.

PPs. For a limited time, enter BoxMeUp at the checkout for an additional 20% off

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