Cutting Through The Clutter
In good times and bad, businesses usually keep advertising. Our modern media is largely driven by it and, as business people, we're surrounded by sales messages. Every commercial message conveys an offer to engage with the advertiser, either directly or indirectly. Every placement, brochure and website seeks attention.
The essence of communication is to be successfully received and that is no less true of commercial communication, yet business communications are often simply about themselves. The earnest efforts at telling and selling, towards any one who will listen, turn our commercial spaces into a cacophony; a dissonant and unrelenting environment in which it is hard to discern integrity and, perversely, further encourages businesses to attempt to 'cut through' with yet more of the same.
Advertising Overkill
As you flick through any magazine, drive past a billboard, or stand around while sponsors' displays radiate across your shoulder, how much attention do you pay? You're driven by a need for or an interest in relevant content and over time we all become reasonably skilled at screening out almost all the promotional material we come across each day. This is the unintentional consequence of an advertising-saturated environment: we ignore almost all of it!
