The Rise Of "Sound Bite" Marketing In Trinidad and Tobago
- Writer for DDI on Medium
- Sep 16, 2024
- 4 min read
Updated: 5 days ago
We have amazing local content creators whose work gets the job of 'attracting attention' to your services done. But attention alone doesn’t convert a prospect into a client.
According to Mailrefine, a sound bite is a short, catchy piece of video, audio, or speech that captures the essence of what you are saying but with the intention of enticing interest in the full-length source. Used in marketing, sound bites promote a product, service, or brand.
What we often see 9 out of 10 times in Trinidad and Tobago are what I call sound blips — brief attention-grabbing messages absent any redirection that shows a fully developed productized idea applied to a problem someone had.
Do you think your ideal client will hire you just because you attracted their attention?
*The Witch’s Brew™ Effect played a supporting role in a much bigger agenda for the witch in the story of Hansel and Gretel.
A sound bite from an episode of your podcast for example, when you post it, it’s ushering people into your world, but its function is redirecting ideal clients (if you’re selling a service) back to the full episode not merely for context but to eventually, down the line if not immediately, work with you.
When someone self-identifies as the one to go back to the full-length episode for context and even subscribes to hear more, that’s called attraction; and it’s the first step and goal of branding.
“WE WANT TO BE A CLIENT”
I had a meeting in July this year with a big company in San Juan, which sold itself on my visual branding approach after speaking with me late last year. Before that, a past client I gained from my article ‘One Of These Things Is NOT Like The Other!’, in a post in my Facebook group, opened up about how much she valued “the thought process behind my approach to design”. Another client referred to me, contacted me, already pre-sold on my services because, as she put it “I take my time to explain things”. She later expanded on this, praising my “critical thinking” and “dumbing down” of the branding process, noting it demonstrates my ability to “understand how it feels to be in another person’s shoes.”
That said, not everyone you attract has your best interest at heart.
Remember when no one believed in your business before it blew up? Now, how many times have you encountered people who, after your hard work and success, are quick to pitch themselves? I’ve seen first-hand (in a similar situation) how they present their shiny promises with a somewhat veiled self-serving agenda.
On the other hand, 17K eyeballs on your services isn’t a bad gig — but relying on attraction alone is short-sighted because you don’t want the prospect’s ears to merely perk up; if they’re a good fit, you want to convert them into a client. This is why I go a step further helping those I consider ideal to work with see application of my solution to their visual branding problem.
By creating content that’s grounded in my case studies, when I put out a bite-sized piece of content, I can redirect it to a fully fleshed-out thought and approach my ideal client would self-identify with.
To this day only 3 of 16 prospects didn’t buy TheBrandConductor.
Isn’t this the goal of marketing? To convert the ideal client.
95% Of Companies Rely On Reviews To Drive Their Business.
If the marketing isn’t based on various aspects of the work, how else do you expect to strengthen the brand?
THE PTFALL OF VIRALITY
This is where marketing in Trinidad and Tobago (for many potential clients like myself) takes the nosedive I mentioned earlier being “just about going viral”. Oftentimes you’ll hear content creators complain about going viral being all their clients care about. “If the data doesn’t lie” then a poor conversion strategy is rooted in 99% of Trini businesses being fearful of branding their services. Because you can’t market without a brand.
This fact is why we have illusions of brand’s. Just weave bold colors and fonts around a few sound blips — like putting lipstick on a fish and calling it a mermaid. But a marketing problem is what you’ll have on your hands when you take that path!
Getting your client from point A to B is a journey you have to be dedicated to fleshing out for yourself BEFORE you can help them in their journey with their clients.
I hope this article prompts you to reconsider how you approach content creation. Beyond mere attraction, focus on how the full-length source is converting your ideal clients into clients.
Listen to a soundbite of the article here:
Shake Your Cock N Bull Graphic Designs, my free Facebook group is exclusively for local founders who want to give their most secrete fears about being online a good shaking, so they can venture online with confidence!
