How To Advertise To People Who Just Don't Care

Hint : Don't Advertise To Them. Entertain Them


Current technology has made all of our lives easier, but one of the downsides is, people don't have patience. Back in the dark ages, when there were only four television channels, if advertisers paid for a commercial, anyone watching t.v. at that time, had no choice but to view the entire commercial. Today, owing to computers and video recorders, no one has to watch the advertiser's message. Ever seen those commercials on websites? Even the ones on YouTube can be bypassed, just by clicking on the X. It is harder than ever to get someone to look at a marketer's message.

And the Millennials? Unlike previous generations, they don't own anything. Their parents had rooms filled with books, vinyl record and CD collections, etc. They have iPhones and iPads; they carry their stuff with them. They only buy something if they really need it. Sometimes they seem to resent marketing.

These recent developments have made it very difficult for advertisers, when most people just don't care, or don't want to spend their time paying attention to an advertisement. If you are a business person, you may be wondering about the future of marketing, and how to overcome some of these obstacles. Rest assured, there are some solid solutions, proven to be very successful.

Keep in mind I pulled all these tips from watching real data from real clients. I use a competitive analysis tool from Bright Edge, with a handful of clients and pulling data from that and Google analytics these are the tips that literally brought the most traffic to my clients.

Setting Up Multiple Websites

The secondary website may be in the form of forum or discussion board, listing a problem or asking a questions. For example, the name of the secondary website may be something like, "How To Bake Delicious Low Fat Holiday Cookies." When someone searches for info about low fat cookies, they will land on the secondary website and will see things like recipes, forums, questions and answers, various articles, etc.
These articles will have key words and links, directing potential customers to the primary website. This simple, yet effect method of advertising is what is known as inbound content marketing.

For example I worked with and when we dug into their analytics we noticed that alot of the traffic going to their Oakley sunglasses page was coming from fashion blogs. So we built a few of our own fashion blogs and created good content for them. Only everyone once in a while did we link back to our landing pages. Because we hired people who had a true love for fashion, the blogs began to net a legitimate following. Thus when we linked back to our landing pages the readers didn't feel like they were getting pitched a product but rather recommended a product by a trusted friend.

That makes all the difference in the world.

News Releases

Similarly to using a secondary website, many businesses have started generated News Releases, and posting them on the web. These faux news releases do not come from any news service. Generally, a business will hire a content writer to create a news release, and posting it either on the web, or sometimes even publishing it in a local newspaper or a magazine that targets a specific market. This method has been very effective in generating awareness about a product or service.

Using a True News EventAnother method is sometimes referred to as being "cheap and exploitative" but is effective. Some companies with either create a non-true "news" story, or use a true story in the news that highlights a problem. For example, a recent story about child abduction could be used to emphasize the importance of providing your children with personal e-trackers or cell phones. This non-traditional form of advertising, is in fact a form of advertising. The effectiveness is in the simplicity, as any legitimate news story almost always captures the imaginations of those who are following the story. A problem is clearly defined, and a business can provide a solution.


Finally, one of the oldest web-based methods for non-traditional marketing, is the blog. This method of advertising is like casting a wide net, and only those who are truly interested will respond. From the words: Web + Log, the Blog originated from those who had a personal interest in a subject; they would publish a journal-like, personal account of a situation. Those who had a similar interest, would being to follow that particular blog.

Businesses have discovered that by hiring content marketers, blogs could be created, and give the appearance (whether true or not), of someone who has a sincere interest in a particular product. For example, to go back to the "Fat Free Delicious Holiday Cookies," a blog may be published. The "writer" of this blog may seem to be a true baker who has tried different kitchen products. While this blog may be filled with daily experiences and recipes (adding to the legitimacy of the blog), the "writer" may sprinkle the daily entries with recommendations for specific kitchen appliances, all with links, directing the reader to the business's main website.

The point is, the younger generation doesn't like to be advertised too. So instead content marketing dictates that we offer them something in return for thier attention. Instead of saying "look at me" with billboards and commercials we say "Hey check this out, its funny or entertaining" and then we sneak a pitch in like a ninja.


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