Episode 985 – What’s Old Is New

A question often asked is whether it was easier to reach your buying audience in the past or today. My answer is both. Less choice meant you had less to learn but took a more significant risk. With more choices, you have more to learn and often have to use more marketing platforms to reach the same audience, but you run the risk that multiple could fail simultaneously. The one thing that has never changed is the audience. What you were selling in the past and what you are selling today may have changed, but people are still people. People may have changed where and what they are paying attention to, but little has changed in what attracts and motivates them to act regarding ads and messages. It may seem that AI is making email and websites less relevant, but due to the evolving landscape in search and answers of AI, I am here to tell you that I find them more important than ever before. I wish I had a crystal ball to help predict what next new technology will help make your business more successful, but alas I don’t. As I hinted early on, the one thing that does not change is people. They may change what tools they use or how they consume content, but they are still people. They have needs, biases, and emotions that can be directed and affected by what and how you communicate to them.