Boredom often signals a situation has grown stale and needs shaking up before it withers away. Personally, boredom is a primary instigator driving change in my professional life. I quickly lose interest when faced with doing the same thing over and over.

If you're in marketing, however, be attentive for times though when your boredom reflects a minority viewpoint. In those cases, it can lead you to make bad branding decisions.

I heard Jay Conrad Levinson speak on guerrilla marketing and the danger of marketers becoming bored with their own marketing. Since we've seen our advertising from initial concept through various drafts and its initial run, it's easy, shortly after a marketing campaign hits the public, to prematurely grow itchy for new advertising. The problem is while a marketer could already be bored with a new advertisement or other marketing tactic, the target audience will have barely had a chance to even notice the marketing effort.

The remedy is to live with your boredom and allow the marketplace to get the appropriate number of exposures to actually notice and process what your marketing message is.

While boredom is a great instigator for important change, it clearly can also provide false signals. If you're feeling bored with your marketing (advertising, online marketing, you name it), check to see if you're representative of your target audience before you make a change too quickly. - Mike Brown


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