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My latest column is up over at Marketing Magazine’s site. I said a couple days ago I was thinking a lot about intent this week, call it a cosmic quest for something deeper than the window dressing. If I wasn’t in advertising, that would actually be a good thing.
There’s a lot of talk lately about brands and the voices they speak with. Be it through products or services, conversation is the new currency through which everyone wants to be measured. If what we’ve been saying for a while now is true, and our brands are to be imbued with human traits and personalities in order to inform the way they speak to their audience, then we need to look at intent…
The rest of the piece is over at Marketing Magazine.
- If you tell me you are an expert, I will not seek your advice, let alone believe you.
- If you tell me your product will change my life I will not believe you.
- If you tell me your service is the best thing since sliced bread, I will munch on my sandwich thinking “All in all I have it pretty good” and not budge an inch.
If however, a friend of mine tells me you’re an expert, have a product that will change my life, and a service that is the best thing since sliced bread, you will have my attention.
You are not what you say you are (even if you are). Nor is your product, offering or service. It is what others say it is via their experience interacting with you. The web unearths intent, and people strip away the bullshit.
Intent is a funny thing, I’m thinking a lot about that this week. Having said that, I intend to get over this cold, so I’m going to bed.