I’m sorry, what?

The main reason people aren’t open to ads is they’ve simply tuned them out over time. Think about an uncomfortable situation where you don’t want to hear what the other party has to say. We’ve been taught to ignore, rather than respond to these situations, which has resulted in general passivity. Over time, people have sought ways to avoid these situations partially or even completely.

How?

Volume. The volume knob has been around a long time, but never has it been more beneficial in the consumer’s eyes than when they want to avoid ads. Radio, TV, you name it, the volume knob remedies the situation at hand. I can only imagine the sheer joy of consumers when the mute button was first invented.

TiVo. TiVo was invented to replay shows that you’d be unable to attend to in real time. But let’s be honest here. The majority of TiVo users have the system to simply NOT watch commercials.

The Problem

A big reason people are evasive towards ads is they don’t feel they need the information. If you can prove to a person otherwise, they will be that much more receptive to what you have to say.

Within ANY medium, the most effective way to gain a following is by differentiating yourself from the competition. If you can show people that they’re not just another number, they are more likely to give you a chance.

The Solution

Stay connected with your audience. If you have a facebook or twitter, respond to your fans and friends. Be personable.

Reassess the situation. Don’t try to do something outside the scope of your operation or your budget. The best approach is usually the simplest.

Example: If you’re a restaurant trying to get your identity established, show people what makes you different. Do you use local produce? Do you support the local farmers with your purchases? If so, get involved with the community. Announce and hand out samples with a smile. People are drawn to genuine people and genuine businesses.

Remember, there is no universal way to market something; it all depends on the offering.