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As someone who has always been politically active, Iāve spent the last several presidential elections going door to door, advocating for candidates I believed in.
This year, I planned to do the same, especially if there was a shake-up in the candidacy. But instead, Iāve found myself doing nothing. Itās not because Iāve lost interest in the election, but because the overwhelming flood of texts, emails, and messages from both political parties has pushed me away.
Rather than inspiring action, the relentless barrage made me feel like my involvement wasnāt needed. So, Iāve opted out of canvassing, donations, and participation entirely. And it got me thinking: What happens when businesses take the same profuse approach to marketing?
Overwhelming your audience hurts more than it helps
Just like excessive political messaging can turn an enthusiastic supporter into someone indifferent, this āmore is betterā mentality often backfires, driving away both potential and loyal customers. How many times have you unsubscribed from emails that were too frequent or ignored repetitive promotions?
In my case, the flood of political messages made me feel like just another name on a list, not a valued individual. We all crave personal connection, and thoughtful, targeted messages are far more effective than generic, frequent communication.
The same applies to businesses. Customers will look elsewhere when they feel like theyāre part of a mass marketing effort. Overloading them not only loses new prospects but risks driving away long-time supporters.
The key is striking the right balance. Whether itās a donation request or a product promotion, your message should show that you understand your audienceās needsānot just that you're pushing for a quick sale.
The good news? The election will soon be behind us, and with it, the flood of outreach will stop. But the lesson remains: In a world where attention is one of the most valuable commodities, make sure you earn it, rather than demand it.
ā AundrĆ©a Cika Heschmeyer, President
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