Shhhhhhhhhhhhhh!

“It’s noisy out there!”

 That’s the opening line of my new book (coming April 2008) where I whine about discuss the challenges of getting noticed in a noisy marketplace, competing with neon freeway animation, ads embedded in grocery store floor tiles and talking subway posters.

Well the world’s about to get a little quieter. At least in Brazil.

Ad Age  recently reported that San Paolo, Brazil, the whole city, has gone cold turkey, ad-wise that is. In a historic move, they’re banning many forms of outdoor advertising, ads on billboards, neon signs, electronic panels and other forms of “visual pollution”. Rio de Janeiro is said to be considering a similar move.

According to the article, Vermont, Maine, Hawaii and Alaska already have policies banning outdoor ads. Brazil has a “street furniture” loophole, so San Paolo won’t entirely live up to its reputation as a “Clean City” but it does get you thinking. How do you cut through the noise?  How do you get seen in all the clutter? (As I’m writing this, I’m being interrupted by a voicemail robot telling me about Anna’s Moving Company, an annoying instance of audio pollution.)

If You’re Singing the Wrong Song, Singing It Louder Doesn’t Help  

 Shouting matches between well bank rolled advertisers aren’t the answer. As the saying goes “If you’re singing the wrong song, singing it louder doesn’t help”. Shouting is chasing. The key to success is attracting. Like a magnet. Attracting THEM to come to YOU.

How do you do that? That’s what this Step Into The Spotlight! blog is all about. How to be a star. How to attract.

What do you think about the billboard ban? On the one hand, I can’t imagine Santorini with neon Swatch billboards all over the place any more than I can imagine New York City without ‘em. 

Swatch has neon billboards in Times Square, billboards promoting their Bunnysutra Watch, a watch with 6 pairs of rabbits in various sexual positions.  Apparently some people are outraged by the bunnies but Swatch says they’re “playful and fun”. Since “in your face fun” is what Swatch is selling, that works. Unless you’re in Brazil…

I do love the fresh clean outdoors. On the other hand, any kind of ban does push my “Don’t Tell Me What To Do!” button.

What is clear is that as shouting options diminish, (fax, email broadcasts, billboards) we gotta master the art of attraction or disappear.

More soon.

Tsufit