You have to run as fast as you can to stay in one place.
In Rosser Reeves’ book, “Reality in Advertising,” he likens the advertiser to the Red Queen of “Alice in Wonderland,” running as fast as s/he can just to stay in one place. It’s an apt, if depressing, analogy.
If you’re running advertising today, good! Tomorrow? That’s good, too! But what are you doing next week, or next month, or next year? Are you keeping up the effort or letting it (and business) slide?
See, advertising isn’t like laundry detergent, where you pour it in, close the lid, and it just keeps on cleaning. It’s more like a snow blower (a propos today’s view out my window): As long as there’s snow to feed it, the blower will continue to blast out snow. When the snow’s gone, it’s all over.
So you can’t run an ad or do a blog post one time and expect much business from it. That’s because of something called “room in the box,” the box being the space between your prospect’s ears. It always contains somebody’s advertising message, and if you don’t keep feeding yours in, somebody else will feed in theirs. Then there is a point where there’s “no more room in the box,” and no more messages can fit inside.
You want your message to fill up that box, effectively preventing competitors’ messages from getting in. How do you do that?
• By being clear about the unique selling proposition you’re offering.
• By delivering your message to the right target audience.
• By choosing the right voice and language to convey it to the target audience.
• By selecting the right media to deliver it in.
• By allocating enough budget that you can afford a continuing campaign.
• And by keeping on keeping on.
A continuing campaign doesn’t mean you’re blasting out messages every day or every minute. But it does mean you’ve planned your advertising and marketing for at least one year, set your budget, and each quarter you plan on paying for some advertising or promotional activity.
If your product or service has a unique benefit that is more relevant at one time of the year than another, you heavy up then. For instance, if you’re selling SPF 50 suntan lotion, you’ll start a heavy awareness and promotional period around April and run it until September (In the Northern Hemisphere. If you also sell in the Southern Hemisphere, you’ve got a year-round market). The other six months of the year, you can analyze how your program did, then plan what adjustments you need to make and what you’re going to do the following year.
Make a schedule and stick to it.
A client of mine follows a schedule that includes sending each prospect a series of three direct mail letters
spaced six weeks apart, followed by a phone call. Then, three months later, he sends them a direct mail piece
, also followed up by a phone call. He is out there in the trenches, calling on people face-to-face, so he really knows what their concerns are. I know how to put his message in a compelling form,
whether in a letter or a brochure, or on his website. Together, we’ve honed his message to the point that it’s really working.
Developing a message and a plan that work like a charm doesn’t happen overnight. There probably will be some trial and error. You may have to do some formal or informal focus group testing, or let results tell you what’s right or wrong. But in the end, it’s worth it. One new client or customer can pay for most of a year’s advertising and marketing, if you’re playing your cards right.
So don’t think of running like the Red Queen as an expensive, unproductive grind. Think of it as a wellness program that’s making your advertising and marketing efforts healthier and stronger day by day, month by month, and year by year. Which, in turn, brings you more clients and boosts your profits.