Quit Interrupting!
Most outbound marketing tends to be interruption marketing, meaning that your ad, TV commercial, radio commercial, billboard, telemarketing call, and junk mail piece interrupts the prospect’s attention. Does it work? Despite what our online marketing colleagues believe, yes, it still works. Is it sustainable? We don’t believe it is. For one thing, outbound marketing tends to be scattershot and expensive. Should you stop running that local newspaper ad that seems to be bringing in customers? Heck no! We’re not advocating a scorched earth policy against your current marketing model. We just want you to upgrade your approach and see how effective inbound marketing can be.
