Interruption Marketing

The Mailing Company provides automated direct mail for (post) modern marketing

“We need to stop interrupting what people are interested in & become what people are interested in.”

Craig Davis

Bullshit. ⇐Interruption marketing.

The summer in England never disappoints. Drizzle from a bright sky means “Summer Sale!” will be screamed by retailers before summer has begun. Interrupt. The articulated hands of a practised web presenter beg me to engage on another monitor. Interrupt.

I use one of Spotify’s generic deep techno playlists on my headphones for some defence and whatever flavour-of-the-month-focus-app tries to lock me to my writing. 

But truthfully, I want to be interrupted. I crave it. 

The comfortable consistency of procrastination and discovery makes it so. Our natural curiosity drives us as humans to the new, and interruptions are the stepping stones we need to get from Unfulfilled A to The Promise of B.

It’s still fashionable to ride Seth‘s meme from LAST CENTURY (yep, C20 when the last millennial was born) told us interruption marketing was bad and permission marketing was good.. But is it right?

Want to buy a body odour sniffer?

Kunkun Body - Interrupt thisCase in point: do you think anyone was ever interested in the Konica Minolta Kunkun Body Odour Checker? Are you anxious of your own aroma enough to yearn for a discreet gadget that will rank your stink for later analysis on your smartphone? No. That brand manager is destined to plant the subtle seed which will one day grow into an obsession healthy enough to suck $400 from your credit card. 

Meanwhile, the savvy facebook seller lives to Stop The Scroll. The image s/he chooses has one job: raise enough adrenaline/dopamine to interrupt the mindless thumb long enough to slip a headline into the consciousness – ultimate interruption marketing.

The vlogger understands how movement, oddities in pronunciation and tempo interrupt your brain enough to turn a dreary unbox into the best thing you’ve seen in 10 minutes.

A PPC manager methodically questions every single interrupt possible on their campaign copy to get your eye to pause and finger to click – words, symbols, capitalisation, order.

And of course, the talented marketer who has added automated, targeted direct mail to his channel strategy knows it’s easier to cut through the noise where a thousand of his contemporaries aren’t.

Shit, even Cialdini talks about it in Compliance with his half-cakes. Pattern Interrupt. Comply.

Become what they’re interested in by interrupting them.

The real question – have you go the marketing chops to interrupt them AND to become what they’re interested in? 

Don’t ignore one of our base human-natures; be smart and work with it. We need variety, interest, excitement and not pre-rolls that force us to teeth-gnash past the “Skip this ad in 3.2.1..” just like we don’t need direct mail through our letterboxes telling us about lawn care when we’ve got no lawn.

Ignore the first half of this well-trodden quote, and become the thing they’re interested in.

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