Multi-tasking or Multi-$^&%#uping

Multi-tasking has been quite the rage for over a decade.  Companies’ Ads  for employees stressed multi-tasking abilities.. We were given the picture of the young gogetters or gogettesses working on their laptops with a phone in each ear while talking to a coworker.

This may have been the result of downsizing, rightsizing or whatever the PC term was that year. Now while ***sizing was applied to the workforce by accountants who saw only the immediate effect on the bottom line and had been promoted when the real effects on the bottom appeared a year or so later, nobody thought to ***size the work itself. Now the employee who was lucky or unlucky enough to be kept on was expected to do the work of his two ***sized colleagues.

Multi-taskig was the obvious management solution.  When the young turks burned out, they were simply replaced with other eager multi-tasking  candidates.  And so it went until it dawned on someone that the emperor was wearing no clothes. The human brain is only capable of handling one task well at a time. Try to simultaneously to think about what your life partner is saying while watching a game tied up in the ninth with the bases loaded and two out. You can’t do either task well, can you?

So what those company ads were asking for was a candidate who could perform the most tasks poorly.

Let’s take this idea to your marketing campaign for the products or services your company offers other businesses.  Your company may have many products or services.  So how do you market them?  Do you pack them all into a page on your website or a print ad page? Now you’re forcing your potential customers to do a form of multitasking,  They will get confused and move on.

Remember, potential customers go to your web site or read your print ad to help them solve a specific problem –  not all the problems your products or services address. So devote your web site or print ad to one product or service and using your key words and content filter out those who have the problem your solution addresses.

But you say I’ll need many websites, maybe one for each product or related groups of products.  You’re right, you will.  But websites are relatively inexpensive and you have a much better chance of converting potential customers from potential to actual when you solve their specific problem.


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