The Biggest Marketing Enemy? Being Blasé.
Blasé (adj.): unimpressed with, or indifferent to something because one has experienced or seen it so often before.
When Marketing Goes Wrong
Let me share a revealing story from a recent mentoring session.
One business owner was struggling with email marketing – their open rates hovering at a dismal 16%.
Sound familiar? In today’s overcrowded inboxes, this has unfortunately become the norm rather than the exception.
But here’s where it gets interesting.
The same business sent out one email with the subject line “Congratulations, you’re a Winner” – and their open rate skyrocketed to 62%. (For context, they’d run a competition where one person won the main prize, but everyone else received a £10 voucher as a runner-up prize – smart strategy you might want to borrow.)
The Hard Truth About Marketing Today
The lesson here is crystal clear: poor open rates aren’t about email fatigue – they’re about poor subject lines. There’s no other variable.
Good subject line? People open. Bad subject line? They don’t. Nowhere to hide from this reality.
But email marketing is just a microcosm of what’s happening across all marketing channels.
There’s more noise than ever before, which means people are paying less attention than ever before.
Your job? Make sure your marketing investment cuts through this noise.
The Attention Challenge
As a marketing mentor, I see this challenge every day.
In 2024, you need extraordinary measures to secure attention.
The same old approaches simply won’t cut it anymore. Here’s the interesting part – this actually gives you an advantage.
Why? Because most business owners severely underestimate how difficult it is to get prospects to notice their marketing message.
Even worse, they assume that just because they’ve sent something out, it will be read and acted upon.
This is where having an experienced marketing mentor becomes invaluable – someone who can challenge these assumptions and push you to create marketing that truly demands attention.
The Reality Check
Let’s be brutally honest: getting people to engage with your marketing isn’t easy or straightforward.
Yes, having a strong relationship with your target audience helps.
Yes, trust and confidence matter.
But even these aren’t guarantees.
The Worst Possible Reaction
Of all the possible reactions your prospects might have to your business or marketing, being blasé is the worst.
Counter-intuitive as it might sound, it’s better if they hate you – at least then they’ll talk about you and might arouse someone’s curiosity.
Nothing – absolutely nothing – should leave anyone feeling blasé:
- Not your ads
- Not your emails
- Not your website
- Not your products
- Not your services
- Not the experience of dealing with you
The Fighting Spirit
As a marketer in today’s world, you’re fighting for attention every single time you communicate.
Taking readership for granted is a fatal mistake.
This is precisely why having an experienced marketing mentor is crucial – someone who can:
- Provide objective feedback on your marketing
- Challenge your assumptions
- Share battle-tested strategies
- Help you craft compelling messages
- Keep you accountable for results
The Most Valuable Skill
The ability to write good sales copy remains the most valuable skill for any business owner.
Mastering modern marketing’s many dimensions continues to hold the key to your future success.
But you don’t have to figure it all out alone.
Why Mentoring Matters
Think about elite athletes – they all have coaches who help them see their blind spots and improve their performance. Marketing is no different. An experienced mentor can help you:
- Avoid common marketing pitfalls
- Craft more compelling messages
- Test and refine your approaches
- Stay ahead of marketing trends
- Scale what works and fix what doesn’t
Ready to Fight Blasé?
It really is a jungle out there, and the worst thing you can be is just another voice in the noise.
If you’re ready to make your marketing impossible to ignore, let’s talk about it.
Book a virtual coffee with me, and let’s explore how to make your marketing stand out in all the right ways.
I’ll help you identify where your marketing might be falling into the blasé trap and show you proven strategies to grab and hold attention in today’s crowded marketplace.
Best wishes,
Jamie
P.S. Remember, being blasé is worse than being disliked. Let’s make sure your marketing provokes any reaction except indifference.
