Give-to-Get vs. Pay-To-Play: Conquer Influencer Marketing By Doing Stuff That Doesn’t Scale

Consumers can become desensitized if that person is just hawking products, and influencer deafness will become the new banner blindness. There’s no word of mouth if people stop listening.


Banner blindness is the wrong name for how consumers behave today, because it blames a brand’s failure to connect on a format. We’d be better off thinking of it as “selling blindness.” If the consumer didn’t seek it out, they get good at tuning it out.

You can assume the same blindness will eventually apply to sales messages in pop ups, email blasts, “thought leadership” microsites and podcasts. If it’s pushing your agenda instead of helping them with theirs, they won’t see it, they won’t hear it and they won’t speak of it.

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