I remember it like it was yesterday.
I was seven years old and my dad had fallen asleep watching some awful golf tournament on a Saturday afternoon. And not just asleep. The snoring had reached jet engine levels.
And then a commercial asking where’s the beef came on and I thought it would be my chance.
As I snuck up to the TV to switch the channel, my dad said, “Hey, what are you doing...I’m watching Tom Watson on the 18th hole!”
It was like he had a 6th sense that would have never qualified for an M. Night Shyamalan movie.
Fast forward 30+ years.
My children primarily watch Netflix and PBS, both commercial free-ish. The first time we really watched a regular cable channel with commercials, they wanted to know where their show went each time a commercial came on.
It’s not that they don’t know about commercials. They are just numb to a lot of advertising.
Marketing is much different than it used to be. Being able to rely on interrupting someone’s day to sell them something is no longer a thing.
We have gone from 500 marketing messages a day to 5,000 a day.
People are smart and ignore the sales pitches. They research on their own and gravitate toward authentic content that resonates with them.
You will not be able to bombard people with features, advantages, and benefits. You will have to create your own content, in your own voice, and it needs to be helpful.
Your own content can express your real voice, brand you as the expert, and resonate with your target customer.
If you are a real estate agent, create a video like the following:
If you are a financial advisor, create a blog post like the following:
If you are a banker, use email marketing like the following:
You get the idea.
Creating your own content will not immediately create revenue. But no legit marketing does. There are lot of promises, however, it’s a process.
And this trend isn’t going to reverse itself anytime soon either, so now is the time to get on board.