In conversation with Deanne Napurano, Creative Director, Writer, Editor
Perhaps I’m being a little too esoteric with this line, but that’s even part of the point. We are all inundated with information and data. News flows constantly. We can dip our toe in the news river or dive in head first just by looking at our phones or our watches. Wherever we get our stories, the newsfeed continuously scrolls from critical global events to celebrity fashion to laundry-folding hacks to cute puppy videos and back again. Some marketers’ ads look like they could be personal videos of a friend of a friend giving you earnest advice on vegetable storage bags, lash-lengthening gels, or gaming apps. As a marketer, how can you hope to be noticed in the midst of so very much? My thinking? Stay in your lane. Do you. Don’t meet the overwhelm. Know the problem you solve. Communicate it clearly, honestly. Know that your efforts represent something worthwhile for your optimal client…and tell that story. That’s enough. Be steady, authentic, and clear. In a world of overwhelm, being enough stands out.