Nobody cares. Drop the nuance.
One of the biggest problems I see in #agtech and #agriculture today is what I like to call the “misappropriation of nuance.”
In an effort to please everyone, solve every problem, and avoid making anyone mad, many brands choose to begin their communications with a broad and forgettable marketing message.
They don't stand for anything. They don't have a clear point of view. Many times, if you read their content twice, you realize that they didn't actually say anything at all.
At the same time, the average person is hit with 4,000-10,000 ads every single day.
And that's a problem for brands who make the choice to be forgettable; who choose to open the conversation with nuance and diplomatic language that gets them lost in the noise.
There's a place to explain the details of your product, but first you need everyone’s attention.
You need to say something that gives you a favorable place in your customer's mind.
You need to say something that they’ll share with their friends and colleagues.
There are companies who have found something compelling to say to their customers and their are companies who are sliding towards bankruptcy. There really is no middle ground.
In the beginning, no one cares about you. Your primary job is to change that.
Make something different. Make people care. Make fans, not followers.
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