Why New Ads Should ALWAYS Be Top Of Mind…

“Heyyyyyy, what’s new with you?”

Pretty common way to greet someone when you haven’t seen them in a while.

Notice what we don’t ask:

“Hey, what’s old?”

or

“Hey, tell me what I already know.”

We ask what’s NEW because ‘NEW’ is exciting! And that’s exactly why we as business owners can never rest on our laurels.

Why Ad Fatigue Is A REAL Problem

Social media is awesome in a lot of ways. Easy access to our target market, great potential to go viral, and it’s never been easier to get in front of the perfect prospect for our business.

But…

…Buuuuuuuuuuuuuuuuutt…

…there are downsides.

First and foremost - attention span. We all know about Tik Tok brain. The mass shortened attention span that pervades our very existence… Kids are unable to watch movies, concentrate on homework, or even watch a video that’s more than 90 seconds long.

I wish that didn’t affect us but it really does. All of our clients have reduced attention spans. Not because they don’t want to pay attention. Because they NEED to not pay attention.

How else do you deal with the ad machine gun firing at you 24/7/365? It’s impossible!

So how do we fix this?

This Is How You Keep Prospects Intrigued

The solution to Tik Tok brain and shortened attention span is NOT to just turn all of your content and information into easily digestible cat food chunks of 60 seconds or less.

Steve Jobs once said, "Innovation distinguishes between a leader and a follower." To stand out from the competition, to gain a competitive advantage as a market leader… you have to well… lead.

Offer your prospects a LOT of different content.

Don’t give them 1 video. Give them 10.
Don’t give them 1 article. Give them 100.
Don’t give them 1 tweet. Give them 1,000.

If a prospect is really interested in your stuff, they’ll do their own research. But there has to be some sort of depth to what you put out.

They’ll go through your materials. They’ll steel themselves to make it through your content.

But it’s up to you to give them a buffet of options. Not just one dish.

Brent Leary pointed out, "The attention economy is not growing, which means we have to grab the attention that someone else has today." This means more variety and more engagement.

What does that mean for your ads?

So if you’re running one ad now? It’s time to run at least three different ones.

If you have one video for them to see in your retargeting campaign? It’s time to do five to ten more.

New is like a fresh breeze blowing away the cobwebs of the old. Your content should always feel fresh and varied.

Now go out there and be fruitful. With your content, obviously. Or be fruitful another way as well. It’s all good, I’m sure you’re a responsible adult.

Talk soon,

Sam Terrett

P.S. If you want to know how I would fix the ad fatigue problem in your business, feel free to get in touch. Fill out the form here and one of my team members will be in touch to see if we’re a good match.
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