Why Slowing Down Might Be Your Best Marketing Strategy
The Copywriter Column #231
Summary
We’ve been trained to shout in our marketing. But what if the real secret to standing out is doing less, not more? This post explores why physical, analog-inspired marketing might be the sharpest tool in your digital arsenal – and how slowing down could be the key to real connection.
Imagine you’re in a subway station. Fluorescent lights hum overhead. Your phone buzzes in your pocket - three unread emails, two Slack notifications, a text you don’t want to answer. But then you see it: a poster.
Simple. Bold. No QR code. No animation. Just words that stop you mid-stride.
And for the first time today, you’re not scrolling. You’re reading.
So, what made you stop?
The Problem with Playing “Louder”
The average person sees somewhere between 4,000 and 10,000 ads per day. (Unfortunately, that’s not a typo.)
We’re talking about thousands of messages competing for your attention before you’ve even finished your morning coffee.
And as marketers, we’re caught in this exhausting arms race, each of us trying to be louder, faster, and flashier than the last.
More retargeting pixels.
More push notifications.
More everything, all the time, everywhere.
But more noise doesn’t equal more attention - it just causes numbness. We’ve trained people to tune us out. To scroll past. To install ad blockers and mark emails as spam without a second thought.
The problem isn’t that we’re failing to reach people, it’s that we’re failing to resonate with them.
And I think the reason is simple: we’re all playing the same game.
Everyone’s shouting.
Everyone’s interrupting.
Everyone’s demanding that you “Act now!” or “Don’t miss out!” or “Limited time only!”
So what’s the alternative?
What Happens When Marketing Gets Physical
I think this is where analog forms of communication have an advantage.
Physical marketing operates in a different attention economy entirely. A billboard can’t be swiped away. Direct mail has weight, texture, presence – you can’t scroll past something you’re literally holding in your hands.
There are three reasons analog cuts through the noise in ways digital can’t.
First, true scarcity creates value. Digital is infinite - you can run a thousand ad variations, send a million emails, and retarget users across every corner of the internet. But physical is finite. You get one billboard. One mailer. One moment. And that constraint forces you to make it count.
Second, something tangible demands processing. Your brain processes physical objects differently than digital content. When you hold something - a postcard, a catalog, a hand-addressed envelope - it creates a multi-sensory experience that sticks in memory in ways that pixels on a screen simply don’t.
Third, context is what creates contrast. When everyone’s digital, being physical becomes the differentiation. Analog is unexpected, and unexpected is interesting.
Look around and you’ll see the pattern. Vinyl records Cassette tapes are back. Luxury brands still pour millions into print campaigns. And direct mail? It consistently outperforms email in ROI, despite what our digital-first instincts might tell us.
That said, in a world of “infinite digital,” the “finite and physical” stand out.
The Case for Doing Less (But Better)
I’ve been thinking a lot lately about the philosophy of slowness in marketing.
Not slow as in ineffective, but slow as in deliberate. Unhurried. Remarkably intentional.
When you only have one billboard, you can’t afford extraneous nonsense. You have to do few things well. The constraint forces clarity (and creativity) in ways that unlimited digital placements never will.
When you can’t rely on animation or autoplay videos or countdown timers, your message has to actually say something.
Quiet demands substance – it demands that you know your audience well enough to speak to them without gimmicks, without tricks, and without manufactured urgency.
And there’s something interesting about permanence, too. A billboard stays. A direct mail piece sits on someone’s kitchen counter for days, maybe weeks. It doesn’t vanish in a feed refresh. There’s a reliability to that, a kind of trust that gets built just by being consistently present without demanding immediate action.
The paradox is almost funny when you think about it: in our rush to move faster, we’ve completely lost our ability to make people pause.
Borrowing from Analog in a Digital World
Now, I’m not suggesting you abandon your email list or delete your social accounts. As pleasant as it could be, it would be absurd, and frankly, impractical for most of us.
But I am suggesting you can borrow from analog’s playbook, even in your digital work.
Make your emails feel like letters. Write them like you’re writing to one person, not broadcasting to thousands. Keep them personal and unhurried, the kind of message someone might actually want to save.
Create campaigns designed to sit with people. Not everything needs urgency. Some messages are meant to marinate, to sink in slowly over time. Give people space to think, to feel, to arrive at their own conclusions instead of hammering them with the same message until they cave.
Design for the skim, but reward the stay. Sure, most people will scroll past - that’s just reality. But if someone stops? If they actually pause to read what you’ve written? Give them something worth their time. Choose depth over breadth.
Reduce frequency, increase intention. What if you sent one great email a week instead of five mediocre ones? What if you measured quality of attention instead of quantity of impressions?
What if showing up less often meant showing up better?
These aren’t just tactics. They’re a different way of thinking about what marketing is supposed to do.
When You Stop Shouting, They Start Listening
People are tired. Overstimulated. Craving something real in a world that feels increasingly synthetic.
Marketing that actually connects doesn’t shout - it sees. It sees that your audience isn’t just a demographic or a pixel to retarget, but rather human beings who are overwhelmed, tuned out, and skeptical of every brand that promises them the moon.
Analog marketing works (and analog-inspired thinking works) because it treats attention like the gift it is. It respects the fact that someone chose to stop, to look, to engage with what you made.
And that choice, that moment of genuine attention, is worth more than a thousand mindless impressions.
So, maybe the future of marketing isn’t about being everywhere. Maybe it’s about being somewhere that matters, with something that lasts.
A Question Worth Asking
What if, instead of fighting for attention, we earned it?
What if, instead of adding to the noise, we created space for something quieter and far more memorable?
My challenge to you is the next time you sit down to work on your next marketing campaign, ask yourself: Am I shouting into the void, or am I saying something worth stopping for?
Because in a world where everyone’s screaming, stillness might be the most disruptive thing you can do.
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Brilliant 💡 Thanks for the insight