As consumers, we tend to do two things that make marketers’ jobs harder.
First, we actively avoid getting bombarded by messaging. As Ryan Holmes, co-founder of Hootsuite, mentioned in a LinkedIn piece, a whopping 86 million of us actively block the roughly 5,000 ads we see daily.
As if that weren’t bad enough, we also have an annoying tendency to shy away from talking about topics that make us feel uncomfortable.
In other words, if you’re a marketer tasked with representing a brand focused on an awkward subject, you have your work cut out for you. Not only will you have to break through the regular noise, but you’ll have to hold people’s attention despite their innate discomfort. That’s a tall order.
Fortunately, it’s quite doable if you select the right tone for your marketing vehicles. If you’ve found it challenging to broach a difficult topic with users, try a few techniques …