In this competitive world, we feel left out if we fail to “keep-up”. Our schools have ingrained this in us through enforcing a structure and a discipline around how we do things, how we think things through, etc. In essence, there is one way to do it and the person who can do it the best wins! For instance, in our personal lives, we try to get our child enrolled in that one extra class over the weekend to give them the “edge” or as marketers, we want to send that one extra email to be “top of mind” than the next competitor.
All it does is create more noise. And, because of all this noise, the attention span of an average prospect on the internet is now down to 8 seconds. Try not to fuel this race down to a 4 second attention span. It’s not about how loud your brand can yell, it’s about what can your brand teach.