Content Crooner

Speaking from experience, gimmicks are just plain fun to create. Perhaps it’s a theme for your business or some sort of appeal as a marketing ploy. However, at what point does it crowd out your real message? Is it possible for a gimmick to take over your voice in the marketplace and cloud the intent of your company?

First off, the word “gimmick” may be understood in a couple ways. On one end, it can be seen as a way to attract attention or increase appeal. That’s just fine, and in fact, may be useful. But, there is a negative side as well. It may also be equated with someone with underhanded intentions. Don’t let your gimmick hide the truth.

It’s easy to let it get to that point. You’re having such a good time creating new, fun ideas for a company theme or a marketing venture that you don’t realize there is so much glitter on it’s blinding. This, of course, can be damaging.

Would you rather be a customer of a clear, honest company, or a customer for a company that has so much fanfare you just want them to clearly state what features they have? Now, with that question in mind, how would you rate your company/marketing gimmick?

Remember that customers don’t care about you. They’re looking for a company to handle a problem that they have. Be the one that gives them a clear, effective solution to their problem. This isn’t to say that a theme for your company is a bad idea. But don’t let your theme overshadow the fact that your purpose is to help customers solve their problems. The best gimmick is clarity and honesty.

You may have a small idea which will give your company a unique face in the marketplace. This is done quite often and is proven to work. At times, the marketplace may begin to feel crowded. The good news is, there are enough clients for everyone. The only thing you have to do is have the right voice. Let’s consider an example of a gimmick that is just right.

Twitter came along and created a whole new lexicon which is used every day. If someone were to say they are “tweeting”, we all know what it means. And yet, Twitter didn’t overdo it. It’s a fun idea that doesn’t come across as overdone. While their theme is light and playful, no one questions whether or not they mean business; it’s obvious.

Now, let’s talk about how much is too much. We all know the stereotypical shifty used car salesman. Or what about the cheesy “overstocked sell-out” commercials that have become iconic in pop culture for their over-the-top energy? We think about these gimmicks and immediately chuckle to ourselves.

At the same time, do you trust these advertisements? What about the people behind them? These advertisements automatically make us defensive and unwilling to buy. Think about your gimmick and make sure you don’t push customers away just as these ineffective gimmicks often do.

Instead, use a light gimmick, like Twitter, and be clear and honest about what you offer. Customers want answers to their problems; be the person to readily give them one. Don’t make them wade through excessive glitz and glamor.

Peace, love, and traffic,

Taylor Vogt

Taylor Vogt is the Review Team Manager at Content Crooner; a quality content distribution service. He is also working on his upcoming Internet Marketing website Empowerous.com.

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