Sable&Hawkes: Brand Sense Good marketing feels like help, not hype.

These days, people are exposed to so much selling. Social media, digital media, always-on marketing – it all adds up. After a while, much of what people see and hear just becomes noise. Not necessarily because the message is bad, but because there is simply too much of it.

And when that happens, people stop trying to sort through it. They dismiss it.
They move on.That is why the messages that cut through now tend to be the ones that feel relevant, useful, specific to me and my situation, and human.

Not loud.
Not broad.
Not pushy. Just genuinely trying to help.

Because modern buyers are more sceptical, more selective and much quicker to ignore generic marketing than they used to be.

So when a message feels more personal, more thoughtful and more considered, it immediately has a better chance of landing. Not because it is easier.
It’s still hard to do well.

But because it shows the receiver that you are trying to understand them and their situation, rather than just casting the net and hoping it catches someone. And that distinction matters.

Useful tends to feel more credible.
Relevant tends to feel more respectful.
Personal tends to build trust.

For us, that’s where good marketing starts: not with noise, but with the time taken to understand your clients, their world, their needs and how you can help.

More on this next month, when we look at the sceptical consumer and what that means for marketing and Brand Sense.

Sable&Hawkes

Branding | Design | Digital | Content | Social

Do good work. Be good people.