I believe I speak for most when I say we’ve all fallen victim to information overload – the feeling of being overwhelmed by a surplus of information –at least once in our lives.

Typically, this happens when an individual is bombarded by information from the same or numerous sources across multiple platforms.

As a marketer, I’ll be the first to admit that we often are guilty of oppressing people with an abundance of information. We’re guilty when we tell our clients they need to be publishing “x” number of times to Facebook and Twitter every week. We’re guilty when we encourage them to send more email blasts, text messages and targeted ads.

The majority of today’s consumers have learned to tune out unwanted marketing messages. They are savvy enough to find ways to block out the “noise,” whether it be tweets, Facebook posts or email blasts, and pay attention to the content only from brands and companies they care about.

As a business owner, how do you know when your sharing becomes too much? How do you truly captivate your audience’s attention, to the point where they long to hear what you’ll say next?

One possible solution is to establish a content schedule. For example, rather than spurting off five tweets in a row, spread that information out over the course of a day or week.

When you share content, make sure it’s relevant to your business. Nothing bugs me more than when brands attempt to capitalize on current events – or “news hack.” It, however, can be done tastefully. Google “Oreo Super Bowl ad,” and you’ll see what I mean.

The content you produce also should be of good quality. I’m talking no spelling errors, writing messages with a personal voice, attention-grabbing graphics and quality offers that make your customers feel like they really got a great deal by following you on Facebook, Twitter or the like.

Do not join every social media site. Just because you can doesn’t mean you should. Go to where your customers are and spare yourself the frustration of updating your status on eight accounts every time you share something.

The most effective way to hold your audience’s interest, however, is to offer a product or service that simply can’t be matched. If you sell doughnuts, make your doughnuts the tastiest or most interesting doughnuts in town.

Seth Godin, author of “Purple Cow,” said it best when he urged that, “The key to success in business is to find a way to stand out.” He talks about a person’s “otaku” – a Japanese word for obsessive interest. After customers have found their otaku, they will stop at nothing to have it, and they will not accept inferior alternatives.

Consider the words of Godin and be selective in the content you share. The key is to make sure that it’s not only timely and informative but also beneficial to the customer and helps meet your business objective.


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