I saw someone choke on a butterfly once – my husband, in fact, though we were dating at the time. It was on a mountain biking expedition that this kamikaze Lone Ranger of the insect world fluttered headlong into my husband’s unsuspecting mouth. It wasn’t pretty… for either him or the butterfly, but it sure made for a memorable date!
Businesses choke on butterflies daily. Only their butterflies aren’t winged insects. They’re the fluff and glitter and show that bedazzle their customers into a purchase. They’re the colors, and sounds and snippets of wittiness that draw attention to what you do or sell.
As humans, we’re all susceptible to the influence of beauty, whether that beauty be a gorgeously arranged display, a stunning store model, a picturesque shop location or a brilliantly designed ad. And, visual beings that we are, this facet of marketing is critical.
Where problems arise is when a business focuses too much on its “butterflies”, and not enough on its content. No matter how flashy your marketing may be or how exquisitely your store may be laid out, if there’s no substance to your offers or no real purpose behind its presentation, there’s nothing to keep your customers coming back. And at that point, you’d better be prepared with the Heimlich maneuver, because your business will be choking on butterflies.
DMT Challenge of the Week
Take a look at the layout of your store and your marketing materials and techniques. How much of it is pure show, and how much has a practical foundation for the betterment of your business? How much actually gets across your company mission?
Be ruthless. Cut the fluff. And remember, more customers isn’t necessarily better. Your time and your resources should be dedicated to the visuals and activities that bring you the RIGHT KIND of customers for repeat business.
DMT Artistry gets to the heart of your message, so that your marketing is both visually stimulating and purposeful. Call us to learn more!
Dawn M. Tomczyk | DMT Artistry LLC | 810.923.4582 | email@example.com