If your advertising or media programming hasn’t been getting a response lately, the first place you should look is viewer fatigue. In other words, is the audience simply tired of seeing what you’re presenting? Too often, programmers and advertisers (and speakers and pastors) get into a rut. Our spots and videos look alike, we use the same voice over artist, show the same graphic style, or tend to write the same way – over and over again. Viewer fatigue means that people are simply getting tired of it all. In our efforts to unify a brand, we want to give all the advertising and programming a unified, thematic look, but that doesn’t mean it has to be the same. If you think your viewers, supporters, or congregation are suffering from fatigue, here are some ideas to consider:
1. Don’t get creatively lazy. We often start with exciting and original ideas in our programming, advertising, and events, but lack of budget, deadlines, or resources often force us to follow a formula. Get out of the rut, and inject a hard dose of creativity back into your work. Look at the project a new way. Think differently. Get creative. Give things a facelift. People will notice.
2. Don’t forget the emotional connection. I’ve written about emotional connections, and they’re the single greatest point of contact with your audience. When you engage your audience on an emotional level, you have a far more attentive viewer or listener. Don’t forget stories, illustrations, compelling music – anything to keep that emotional connection alive.
3. Think about media options. Break up your media strategy by switching to new formats and technologies. Find a new platform for your message, or at least create a mix of multiple media. The more places a customer can find you and your message, the better the chance of responding.
4. Take a break. If you’re doing a weekly or daily program that’s difficult, but I often remind my clients that Billy Graham built a global ministry by only broadcasting 4 prime time TV specials a year. Graham never did daily or weekly television programs. Instead, he focused his money and effort on prime time specials, and they generated huge audiences. Sometimes, being out of the public eye actually generates buzz. Take a break, and then come back with something eye-popping and wonderful.
Do you have any other good tips to keep media audiences engaged in your programs and other content?