Thursday, March 20, 2014

Clutter, Noise, and Your Customer

Clutter, clutter, all around and not a post to read. Once upon a time, in a galaxy far far away there was a scarcity of information. It was hard to find stuff out; sometimes you even had to physically walk to a physical place, called a "library" and look up things on physical cards to find physical books. 

Today, in contrast, with the click of a mouse you can Google something, and find blog posts upon blog posts answering every question.

Too Much Information Cluttering Up Our Minds



Clutter, Noise, and the Consumer
Today the challenge, however, is not a scarcity of information. Rather, it is information superabundance. There's a lot of information on the Internet, but a lot of that information is bad, wrong, salesey. The poor consumer or Internet searcher is confronted with too much information and not enough knowledge

Whom should I trust? How do I know you are the expert you say you are? And are you just trying to sell me something?

Today's Marketing Motivator task is to think about information clutter from the perspective of your customer. Questions to ask yourself, include:


  • What are the burning questions of your customers as revealed by their search keywords?
  • When they search for them, what do they find?
  • How can they distinguish the scoundrels from the honest folk?
  • Whom should they trust?
From your perspective - 

Trust Indicators and Information Clutter


Amidst the clutter of the Internet, what "trust indicators" are you sending out via your website, your blog, and your social media that you (and your company) are someone:

  • Who knows what he or she is talking about?
  • Who isn't just a salesperson?
  • Who can be trusted, as a reliable expert?