Viewer Fatigue: Getting Your Audience To Respond

If your advertising or programming hasn’t been getting a response lately, the first place you should look is viewer fatigue.  In other words, is the audience simply tired of seeing what you’re presenting?  Too often, programmers and advertisers get into a rut.   Our spots look alike, we use the same voice over artist, show the same graphic style, or tend to write the same way – over and over again.  Viewer fatigue means that people are simply getting tired of it all.  In our efforts to unify a brand, we want to give all the advertising and programming a unified, thematic look, but that doesn’t mean it has to be the same.  If you think your viewers are suffering from viewer fatigue, here are some ideas to consider:

1.  Don’t get creatively lazy.  We often start with exciting and original ideas in our programming and advertising, but lack of budget, deadlines, or resources often force us to follow a formula.  Get out of the rut, and inject a hard dose of creativity back into your work.  Look at the project a new way.  Think differently.  Get creative.  Give things a facelift.

2.  Don’t forget the emotional connection.  I’ve written about emotional connections, and they’re the single greatest point of contact with your audience.  When you engage your audience on an emotional level, you have a far more attentive viewer or listener.  Don’t forget stories, illustrations – anything to keep that emotional connection alive.

3.  Think about media options.  Break up your media strategy by switching to new formats and technologies.  Find a new platform for your message, or at least create a mix of multiple media.  The more places a customer has to find you and your message, the better the chance of him responding.

4.   Take a break.  If you’re doing a weekly or daily program that’s difficult, but I often remind my clients that Billy Graham built a global ministry by only broadcasting 4 prime time TV events a year.  Graham never did a daily or weekly program.  Rather, he focused his money and effort on prime time specials, and they generated huge audiences.  Sometimes, being out of the public eye actually generates buzz.  Take a break, and then come back with something eye-popping and wonderful.