Oil isn’t the scarcest commodity

by Todd Bolster, The Basement Design + Motion, Business Development


We live in a very fragmented world.  The days of three TV stations and major market share have gone the way of the Model T and the Los Angeles Rams.  As social media has turned the Average Joe or Jane into a publisher (you’re reading this, aren’t you?) we have access to more content today than ever before in history.  

The scarcity, then, is not in content or access to the market.  Today’s scarcity is in the attention of our audience.  With so many websites, blogs, books, videos, and articles, how can you make your ideas (and those of your clients) stand out from the pack?  How can we get past the noise and reach our key audiences?

I believe the answer is found in brevity of thought, quality of content, and precision of message.  For me, the recent “Dear Sophie” ad by Google hit the trifecta:

My daily challenge to myself, and now to you, is to consider ways to make even the most mundane B2B marketing message speak to the audience in a new, precise, and poignant way.

Todd Bolster, The Basement Design + Motion, Business Development

Interests: Traveling, trying new foods, Butler sports, the Colts, volleyball, and movies.

Comments

[Jeremy Williams]

Great post Todd - I think you're absolutely right that attention is one of our scarcest commodities today.

[Cindy Dashnaw]

That video is priceless -- and really communicates the far-reaching implications of the communications tools we have at our fingertips today. Thanks for posting!

[Drew Steuer]

I couldn't agree more that content that relates to your audience and truly serves them is in demand, and it seems what with the opportunity technologically that has been laid at our feet with social media and other modes of allowing target markets to express themselves it should be easy for audiences to express what they want or need and for companies to respond. It is the classic tale of a performer asking for audience interaction and only hearing crickets because the viewers would feel silly to standout above the crowd even though it would make the show more amusing.

[Todd Bolster]

Thanks, you three. I hope to demonstrate this theory by keeping your attention with future posts!