Wolf! | Be Real Do Better – The Small Business Marketing Show, Ep. 24

Wolf! | Be Real Do Better - The Small Business Marketing Show, Ep. 24Has it ever occurred to you how much we condition people *not* to pay attention to us?

It’s difficult to create interest, trust or any kind of relationship or emotional connection when we lead with communication we’ve been trained to ignore.

Why would anyone listen or care when we keep crying, “Wolf?”

I’m referring, of course, to the classic Aesop fable of The Boy Who Cried Wolf. Over and over again, he figured it was funny to see how often the townspeople would come running when he yelled for help, suggesting that a wolf was attacking his sheep. The people only put up with that for so long before they began to ignore him, which left him in a pretty bad way on the occasion that a hungry wolf did in fact arrive on the scene.

I’m not suggesting that we’re lying (like the boy did) with our marketing message. What I am saying is that, when we keep saying the same things, in the same way as everyone else, over and over and over again, we’re conditioning people not to pay attention.

“Our biggest sale of the year.”

“For a limited time.”

“A chance like this will never come around again.”

“Make sure to …”

“It could only be …”

“Hurry!”

“Rush!”

“Don’t miss out!”

… wolf.

I’ve been working in and around businesses on marketing a long, long time. Almost everyone I’ve ever met starts by giving me a long list of how and why they’re different from everybody else.

But when it comes time to actually communicate what they do, in my observation and opinion, most are just crying “wolf.”

How will you be different?

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