Marketing Commentary from interlinkONE
Marketing. Web-to-Print. Warehouse Management.
What the Deli Teaches us About Marketing Content
Posted by 
on Friday, May 21, 2010 
at 9:16 AM 
in 
Now that's a sandwich!
I spent the earlier part of this week traveling with co-workers and training new customers on how to use our marketing software. For one of the lunch breaks, a very hospitable client in South Carolina took us to a popular deli.
One of the trainers on staff ordered the sandwich that you see above. Now, the picture does not do justice in regards to what this sandwich looks like in real-life. But, trust me, it was huge! As soon as it was delivered to our table, she had one feeling — that of being overwhelmed. She knew that she could not attempt to eat the sandwich unless she had help from a fork, knife, a bib, and 18 napkins (I made up one of those).
How big have you made your sandwich?
When it comes to your marketing efforts, we must consider the possibility that we may be overwhelming our prospects and customers. We may be in love with every feature and benefit that our product and service can bring. We may be giddy over the content that we created for a case study after interviewing a happy customer. And we may just love the 8 minute video that we recorded on our new Flip.
However, will our target audience appreciate how much we have to say? Or, will they feel overwhelmed with trying to understand everything and then leave with a negative impression of our brand?
Sure, if they’re hungry enough for our product or service, they may find a way to consume the content that we’ve published. But a great majority of our target audience may prefer to take things a bit slower when it comes to understanding what we can do.
So, before you create and deliver your next marketing “sandwich”, make sure your target audience has the tools to chow down.
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