There’s a weekly newspaper that gets thrown onto my doorstep once a week.
I have lived in my current home for over a year and may have opened it once to see if it has any valuable content. It didn’t.
It’s essentially a bunch of flyers wrapped around some local “news”.
It’s not that I don’t care about my community. I do. But this is essentially unsolicited garbage (recycling) that I need to pick up and throw away every month.
The worst part is, I can’t opt-out. So, for all intents and purposes, it’s spam.
Does anyone ever look at spam closely enough to see if they get value?
Nope. And it’s the same with most marketing.
If you depend on interrupting people with unsolicited garbage (recycling) on a regular basis, you can expect people to treat it for what it is: rubbish.
Flyers can work when done properly. But there are better ways to do marketing than this newspaper’s approach.
The better way to do marketing is to focus on creating enough value that people want to consume your messages.