Just Wavin' My Arms

I know this one might be a bit esoteric, but here goes anyway.

Today, I was walking across Fountain Square on my way back to the office from a trip to Jos. A. Bank to look for a new suit. There was a band playing on the square and there was this guy standing in the audience playing "air drums" with great abandon.

Now, I don't know what this guy's story, but as I watched, I realized he pretty much thought he was in the band, he had great rhythm and he worked very hard. But even though he didn't realize it, everything he was doing meant nothing. It was all a lot of activity, with no meaning. After the song was finished, he was just as tired as the real drummer, he was sweating as much as the real drummer and tomorrow, his arms will be as fatigued as the real drummer.

I wonder (it's what we do at WonderGroup,) are there things we do, that makes us look really busy, makes us go home tired but has little effect on our clients marketing effectiveness?

What's often missing is what I've been calling The Buyer's Voice. The chart below shows some of the directions from which you can capture The Buyer's Voice. BTW, there are other places to capture The Buyer's Voice, but with the online opportunities we have today there's no excuse for not doing it.



Unless we do the work of capturing The Buyer's Voice we might just be flapping our arms for no good reason.