Many of my clients for consultancy services have been asking me the same questions.
Why aren’t architects downloading our information?
Why aren’t people visiting our website?
Why aren’t they coming to our events?
There are two main reasons why this might be.
Firstly because they don’t know about you/it/them;
Secondly because they aren’t interested.
Just because you build it, doesn’t mean they’ll come
In the past when there were fewer adverts in our lives, one could rely on being the thing, the company, the service that people knew about. Your flyer might be the one they remembered.
Today there is too much noise and people quite naturally shut it out. Ads on the tv, unsolicited emails and phone calls, unwanted promotional material. Today shouting louder than the next person isn’t going to be enough; in fact it can be counterproductive.
Instead we need to ask ourselves
Who are we trying to attact?
What are they concerned about?
What do they need?
Then focus on providing that in the simplest way possible, and measure if it works. It might not be what you’ve been trying to sell them, but it will make selling it a hell of a lot easier.
Image: Not like the others by Derek Gavey (Creative Commons)