Bore People! Advertise!
I came back from this weekend’s SOBCon (blogger publisher conference) with a new resolution: Get down off the podium (Once I get up there, it’s tough to get me to shut up) and give my readers room to think, talk and kick around the idea/thought I’ve posted. See where it goes.
So, here’s the thought for Monday: If you want to bore people, advertise! Whaddaya think I mean by that? What have you seen in your business? What marketing tactics work for you? What do your clients say? Where have you heard this before? Hmmmm…
(Want to cheat a little to get your synapses firing this morning? Here’s a related post: Advertisng Does Nothing For Your Brand.)
If you’d like to leave a comment, please do so. It may take a bit to show up since I hate making people type in little letters (I can’t read most of them myself) - so I moderate all comments. Feel free to disagree - debate is healthy. However, I’ve blacklisted the worst obscenities, including the “f” word, as part of the troll wall.
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May 14th, 2007 at 1:45 pm
Hmm…I’ll bite.
Advertising on your blog in my experience gets a big old yawn. We’ve learned to tune out advertising.
If we’re talking about traditional advertising, say a contractor taking an ad in the local paper, it still works, but it depends on your business. Selling web design via a newspaper ad is probably going to be a waste of time for me. But my buddy Roger does well with his classifed ad he runs all the time. It’s part of his market…rubbish removal and renovation.
May 14th, 2007 at 4:19 pm
We’re in a new age where more and more, just the way you talk and where you go and what you say is your advertising. No more need so much to separate yourself from your advertising. Nice post Mary!
May 15th, 2007 at 7:02 am
I seem to filter everything through my “funeral industry filter” so here’s my take:
I tell funeral directors that marketing their firm has little to do with advertising. Ads, in my mind, are merely another way to introduce yourself. They say “Hi! We’re Smith Funeral Home.”
But just like your opinion of a new acquaintance is influenced by more than the immediate introduction, brand identity and a person’s opinion of your brand aren’t created solely from an ad.
The public has to see more from you than just “We’re a great funeral home!” before they can decide who you are and what you stand for.
I’m more likely to be impressed with the cellphone company that answers my inquiry calls and emails quickly and accurately than one that has a big television campaign. And I’ve got a better opinion of the funeral home that is active in their community and treats me and my friends with respect when we attend services at their facility than one that advertises in a lot of church bulletins.
The simple fact is that advertising is just one basic part of marketing that is increasingly becoming optional. It’s an introduction. That’s it.
May 15th, 2007 at 8:50 am
Hey Mary,
It’s not so easy to get down from the podium . . . don’t I know. It took me a lot of thought and a choice to face some facts about myself. Then theie was the point of just deciding to relax, talk and let other folks be smarter than me.
About your question — When I talk about stuff that folks should be buy. I’m just talking about stuff. When I talk about stuff I like and use. I’m talking about experience. People like to share experiences. We get enough stuff thrown at us.
May 15th, 2007 at 11:58 am
I agree with Timothy’s comment about answering my inquiries and returning my emails. As you may have guessed, I have a really big mouth and I talk about the companies I love as much as I talk about the ones that disappoint me.
At the end of the day - people listen to people - not splashy ad campaigns! It’s really bad when people see your cool campaign and know that you’re not even getting the basics in product or service and delivery right. We look and wonder why you’re spending the money on a super bowl commercial when your customer service sucks!!!
May 15th, 2007 at 12:02 pm
Are You Wasting Money on Advertising?…
Yesterday I talked about how Macy’s wants to do more TV and internet advertising…not the greatest strategic move because like I said, everyone already knows about Macy’s. I don’t even pay attention to Macy’s ads any…
May 16th, 2007 at 7:41 am
I work on this daily, Mary. I’m good in the conversation. Though I can tend to be preachy and too expert-like. So just know that you have a brother out there who’s striving with what you’re working on. And if I can ever be of help, let me know.
Sorry we missed each other at SOBCon. I was looking forward to having some time to talk with you…just didn’t happen.
May 16th, 2007 at 12:18 pm
Mary,
Awesome post!
If you want to bore people, advertise!… Here’s my thought:
I find that the ability to listen is overlooked and under recognized. If you want people to be excited… Listen to them and allow them to get excited about their passions.
I don’t have a marketing tactic, but I do challenge myself to create success for others. In my opinion, creating success is the only way to ensure success.
May 18th, 2007 at 7:58 am
All,
Thanks for adding to the conversation. The reason “advertising” gets a bad rap is that it’s traditionally been interruptions - in our lives, entertainment and dinner. And, yelling louder isn’t going to help. This doesn’t mean, however, that all advertising is bad. Classified ads can work well for small companies whose target customers read the classified (total waste of money for somebody like me.)
A cool campaign can be a great brand enhancer and reinforcer. But, you’ve got to have walk behind the talk.
Timothy, I’m sure it can be difficult in your industry. Death is not something people want to think about it - so how to market your services so it’s “ahhh” versus “ew-yewwwww”
And, here’s another thought - (following on Liz’s comment re “stuff”) - when I really love a company, service provider, product ‘- it/he/she becomes “my” realtor “my “plumber” “my” landscaper versus the impersonal “the” - even if I never buy another house, need another plumber or do any more landscaping. Because they treated me well and with a personal touch, they’re now part of my “good people” list (I was nagging my (see!) landscaping contractor yesterday because he was out of cards and didn’t have signs! I want to send him business!
May 19th, 2007 at 8:09 am
Hey Mary, have you seen the short video I posted on my site that I think illustrates you point very well? Please, take a look.
October 4th, 2007 at 8:40 am
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