Stop Interrupting And Start Interacting
Apr 28, 2009



A radical change has occurred in the world of marketing. Just five short years ago, most companies utilized only traditional forms of advertising including: TV ads, radio ads, magazine ads, newspaper ads, etc.

As a result, most marketing consisted of advertising that interrupted whatever the individual was doing. TV commercials are a perfect example of this advertising concept. As you watch your favorite Thursday night program, suddenly a commercial breaks onto the scene and interrupts you. Thus, the term “interruption marketing” was born!

Obviously, consumers began to rebel against interruptive advertising, because, let’s face it, no one likes to be rudely interrupted.

According to Kirby and Marsden (authors of Connected Marketing), 90% of people who can skip TV ads, do skip TV ads. In addition, 65% of people believe that they are constantly bombarded with too much advertising. So, as a marketer, the first question that you must ask yourself is, “How effective is interruptive advertising?” The answer should be blatantly obvious!

As consumers pulled away and began to distrust directive forms of marketing, marketers were forced to make a change. No longer could marketers engage in the traditional, forceful ways of old; consumers were just too savvy for that.

As a result, interactional marketing was born! Developing relationships with your customers before they do business with you is an integral part of a successful marketing plan. No matter what business you are in, your motto should be: relationships first, sales second.

As a marketer what can you do to begin to develop relationships with today’s consumer? Here is a quick list to ensure that you are heading in the right direction:

1) Engage Your Client Through Real Conversations. Today’s clients desperately want personal relationships with those they choose to do business with. As a business owner this is relatively simple to accomplish through some of the popular social media sites: Facebook, Twitter, LinkedIn, YouTube, etc.

2) Interact With Your Client. Ask questions, answer questions and provide helpful suggestions to your clients on a regular basis. Marketing is not a one-way street. Today’s consumer wants to build a relationship with you.

3) Focus On the Needs Of Your Clients. As a marketer you need to determine what problems your client needs solved; then work at providing the solution! Marketers must take the focus off of themselves and their business and instead, target the needs of their prospective clients.

4) Share Information. Offer your clients information about yourself and your company. Give them a taste of what they can expect if they develop a business relationship with you. You can accomplish this by giving away free reports, free ebooks, free product samples, etc.

5) Use The 80/20 Rule. No matter what platforms you use to interact with your consumers, always follow the 80/20 Rule (better known as the Pareto Principle). You should spend 80% of your time providing useful content, offering helpful suggestions and developing relationships and only 20% of your time promoting your company, landing pages, websites, etc.

Again, today’s consumers are extremely distrustful of interruptive and directive forms of advertising. Instead, they are interested in developing a relationship with their business partners. So, provide your prospective clients with plenty of ways to interact, connect and get to know you. Your business will thank you!


Jessica Swanson, “The Shoestring Marketer,” has helped entrepreneurs, all over the world, explode their businesses using cutting-edge, proven, NO-COST internet marketing strategies. To receive your FREE Marketing Kit, which has helped thousands of entrepreneurs, just like you, learn the exact techniques for marketing their businesses for NO-COST, visit:

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1 Response

  1. Fantastic suggestions. We recently produced videos to offer help to our customers and potential customers and have had lots of positive feedback. I think any marketing that is effective these days involves that “personal touch” which can be achieved via blogging or involvement in social media. Great article.

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