You don’t have to be big to be famous.
Marketing researchers found big companies have an unfair advantage in continuing to dominate the market.
The next biggest unfair advantage is interesting. Creative. Not data, not budget, creative.
This means, that by having great creative/copywriting, you too will have outsized results to the budget you have available.
Your creative is leverage. There are 3 main levers that if utilized can help you become famous and wealthy, even on a relatively small budget.
Strategy
Strategy is what ties all of these circles together.
Most businesses don’t have a marketing strategy.
- They follow the crowd… when they should be standing out from it.
- They market inconsistently… when customers need frequency of exposure to build relationship with you.
- They offer an inconsistent experience… when customers expect continuity (brand alignment).
A poor or average strategy will lead to wasted marketing budget and stunted business growth. In this blog, you can learn how to create an optimal strategy.
Creative
If your marketing efforts look/sound like an ad, your efforts will be ignored or frustrate potential customers. Thus wasting your hard-earned marketing budget.If your creative/ad copy is phenomenal, you can literally create marketing campaigns whose effectiveness compounds over time.
“What emerged from the analysis was that creative execution was by far the single most important element of advertising under a marketer’s direct control when it comes to delivering a return on investment. Behind it were a host of different media planning and strategy factors that were all vital to success too. But creativity shone out as something that could yield special results.
This chimed with other research. Nielsen, Binet & Field – even McKinsey’s, a famously rationally-orientated consultancy – all concluded that businesses that excel in creativity perform the best in terms of hard financial metrics. Creative was the single biggest lever that we can pull when it comes to supercharging marketing ROI.”
— Link Below
Expert creative allows you to win customers with fewer exposures to your ads and therefore lower spent budget.
Media Buying
Did you notice that each circle of marketing profitability (in the top chart) that followed Creative Quality is a function of Media Buying?
Media companies from Social Media to Billboards and Direct Mail to Radio want to sell the spots they have left, that no one else wants.
If you ask a media seller “How many times will the average customer need to hear/see this ad each week for me to become their business of choice” they won’t tell you… because they don’t know.
Media sellers are skilled at selling and have little to no incentive to prioritize the effectiveness of your marketing’s placement, frequency, schedule, etc.
Thankfully, this research exists and my team knows all of it.
Takeaway
By running your creatively exceptional ads with an ideal schedule that aligns with a cohesive strategy, you’ll be on your way to becoming famous in your community with all the financial rewards that come with it.
You don’t need the budget of a massive company to become a massive success.
Source Quote on Creative Effectiveness: https://www.thinkbox.tv/research/thinkbox-research/the-drivers-of-profitability
Matt Willis
When you advertise like everyone else, you accept their same, poor results. I work with people who are tired of following mediocrity.
Share this:
Nothing to see here!
Nothing to see here!
.webp)
