We are in the world of the midnight cowboy. In that film of the same name, John Voight plays an unsophisticated Texan in New York. As he walks New York’s streets – a song captures the felling of being a simple person in an increasingly complicated world.
He hears the words ” Everybody’s talking at me”. What happens when everyone talks at you? The next words of the song answers that.
“I don’t hear a word they are saying.”
No one can hear when everyone is talking.
This has several implications for your business, and how you market to your customers.
First, don’t talk when everyone else is.
Advertise where your competitors do not.
That way your message differs from what people are hearing.
Second, say little.
A single point penetrates. A Mass of messages merge into a blunt object that penetrates nothing.”
Third, speak visually.
Fourth, make each word count.
“If people learn that your marketing rarely says anything, they will stop listening, even when you have something to say.”
To be heard , you must say something different, simple and visual.