A 2017 study revealed that Americans check their phone around 80 times per day, or once in every 12 minutes. It’s been said that we also see or hear around 4,000 ads in a day. Attention spans are shrinking and brands have to work harder than ever to gain and maintain their audiences attention.
It’s one of the most difficult topics in advertising today. It’s something that CMOs and Business Leaders think about on a daily basis. It’s not going to get any easier.
What am I referring to? Simply put- the balance between branding and sales. The balance between sustaining long term economic growth and hitting short term revenue numbers. The qualitative strategies that change the way your company is viewed vs the quantitative tactics that get you immediate sales.
Recognizing this balance and managing it effectively starts at the top of the organization. It’s impact is felt on both company culture and customer loyalty.
Arvind Gupta once said that “biology is the most powerful technology ever created.” It is a special thing when we are operating at full capacity. However, things can start to go downhill quickly when our parts of our body stop talking to each other.
You can probably surmise that I am making an analogy here. You would be right! Just like our body works together in concert to survive, our organization needs to work together to continue to grow and improve. When parts of our organization begin to operate in silos things can get messy real quick. When our incentives are not aligned we end up going in different directions.
The two most front facing teams of an organization are sales and marketing. We are the ones that are constantly in conversation with our customers. Why is it then that we often feel in isolation? It starts with incentives.
Copywriters have the difficult job of writing to sell and oftentimes we forget who we are selling to! Use these tips as a resource for writing with more intention and empathy. Your customers will thank you for it.
With over 2 million blog posts created every single day the pressure to write actionable content is higher now than ever. As creators and content managers, we understand that the best content comes from a highly organized and efficient system.
Having your team act as a well-oiled machine helps push out content faster. It also ensures that your customers (and prospective customers) leverage your product or service in a meaningful way. Enter content workflows.