Piercing the Barrier of Information Fatigue

A recurring theme during conversation with soloists these days is the glut of information that we all wade through each day. If we're straining with the information fatigue that comes from hundreds of emails, video clips, blogs, tweets, and Web sites each day, our customers are likely experiencing the same thing. If the tendency is to tune out most digital communication, how can your marketing message get through?

1. Keep it short.
There's a reason this email newsletter has grown in popularity since I made it a "60-second read" -- people love value in small packages. Long doesn't mean better (although some direct mail copywriters will argue otherwise). If you keep your marketing communications brief, you increase the chances that they'll actually get read.

2. Focus your message.
With brains overloaded, don't confuse your customers with numerous products and multiple options. Let potential customers know precisely what you're offering, and the next steps they need to take to enjoy the benefits.

3. Make it immediately valuable.
Customers are making incremental decisions every time they encounter your company or brand. Will they open your next email if the last three have been confusing, boring, or disappointing in some way? Build trust and credibility with your audience by delivering information they can use immediately.

It's never been cheaper to reach a global audience. As a result, there's a lot of digital noise that makes it harder for your message to get through. Craft your marketing communications with care so that they can pierce the barrier of information fatigue.

-- Terri Lonier
Founder, WorkingSolo.com

P.S.: I have two openings for coaching clients for the Feb/March/April timeframe (90-day periods). If you have something that you want to achieve in your business by May 1st , send me an email to explore how we might work together to reach your goals.