Fuck Marketing

Or, how to cut through Marketing Fatigue

Since my head injury, I consider myself to be a bit of an expert on fatigue. I’ve spent over a year in a constant state of exhaustion on all levels. As well as making me physically drained, the injury temporarily disrupted my brain’s circuitry system, meaning that even tasks that would normally take no energy (like reading, using a computer or watching TV) were suddenly extremely draining. And neuro fatigue isn’t solved by an early night: I’ve had to completely reconsider where I spend my energy and make more time for rest. I have a limited number of spoons to spend now, so I’m not going to waste them!

But you don’t need to have a head injury to know what it’s like to be completely and utterly over it. Not only are we all swept up in the capitalist circus trying to prove our worth by achieving ALL THE THINGS, the barrage of advertising is constant and everywhere- sponsored posts, pop ups, emails about ANOTHER sale, it’s even in our messenger inbox now.

There is no escaping the relentless pressure to spend money, and nothing makes you feel less valued than being treated like a prospect instead of a person.

It’s not that people are necessarily fatigued by your brand, but that they’re fatigued by the consumer system itself. We’re all financially stressed and cautious about spending money. We’re all experts at tuning out the digital ‘junk mail’ that clogs our lives. So how do you cut through it all and actually engage with your customers?

There are a million blogs on how to reduce marketing fatigue, with guidelines about making posts relevant, individualising content and structuring post frequency, but I’m yet to find one that digs more deeply into WHY people are tuning you out.

When I took on one of my previous roles the handover I received on the various social media presences consisted of “don’t post more than twice a week because people will get bored”. This blew my mind- if content is creative and relevant it doesn’t matter if you post once a day or once a month- people are going to engage with it. The number of people that you ‘reach’ is much less important than who you reach and it was instantly clear that we weren’t reaching the right people.

The best way to make sure that your marketing is relevant is to have the right people engaging with your business. This is where online ‘like and share’ competitions can actually harm your business in the long run. If you attract people to your page by tempting them with prizes, you will attract people who like free stuff- not the people who like your product. In order for your content to be engaging, you need an audience that cares about you and your brand. And that’s where I can help you.

The best way to make sure that you’re engaging with the right people is to be authentic and communicate well. Go with your gut, because if it feels right, it usually is right. This blog for instance, will be a lot more personal than other sites, because most of my knowledge comes from finding shit out the hard and painful way. Besides, I can’t advise people on how to be authentic if I’m not willing to do it myself!

So take a rest from your touch point and sales targets. Re-centre your values and purpose so you’re sure that you’re doing something you believe in. Stand tall on the rock of yourself and tell your story.

When you remove or deprioritise the goal of making sales, you’ll find that you’re attracting the right people to your business. And over time you’ll grow a community that are just as invested in your business as you are, who will want to support you without you having to ask for it.

Just be yourself. Everyone else is already taken.

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