That’s the number of ads the average citygoer is exposed to on any given day, according to a study by Yankelovich.
So, before this day ends, I will have been asked to buy something, in some way shape or form, 5,000 times. And, of those, I’ll buy about five, including food.
I am awake about 50,000 seconds a day.
Were I to spend even a second simply noting that each ad existed, without even considering their merit, 10% of my day would be gone.
Were I to spend another two seconds making a conscious decision to say no to the 4,995 I did not act on, that would evaporate another 20% or so of my day.
I don’t have 30% of each day to give up to noticing and refusing ads and offers, so, instead, I learn to do what everyone does…
I simply tune them out.
They may remain a part of my visual spectrum, but I literally stop processing them. It’s like they don’t exist. I don’t do this voluntarily, I do it automatically as a mechanism to free enough processing power to take care of the more important daily decisions and stimuli in my life.
If I cannot edit, I cannot live.
It’s like I’ve installed ad-blocker software in my visual-cortex.
Knowing this, then, why do businesses of any sort continue to advertise in a way that guarantees 99.9% of their messages will not get through? Why does the shotgun approach to advertising even exist anymore?
Branding, oh please!
If it’s really that important to build a big brand, the vast majority of businesses would be far better served turning all their branding energy and expenditures to making their products and services a serious notch more kick-ass and giving their clients a reason to evangelize the hell out of them to everyone they know.
Buying someone’s belief in your product or service through interruption and repetition is not only marginally-effective, but maximally-expensive.
So, for all you small businesses out there looking to get through my brain’s ad-blocker, here’s a bit of advice…
Spend your money blowing the minds of a small number of people who are on my brain’s whitelist…
Then let them show me why I just might die without what you want me to have.
Am I off-base here?
Have you experienced a similar thing as a consumer? Is it time to shift your ad-strategy?
What do you think?
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