Advertising
Are You a One-Punch Advertiser? Take It From a Boxer, There's a Better Way to Reach Customers
I am not a huge guy, in fact I am about 5'8", 175 lbs. In addition to designing business brands that help companies build more confidence and credibility, I am a boxer. Much to my family's chagrin, particularly my Dad who ponied up the money for my braces when I was young. Thankfully, I still have all of my teeth and faculties, and I'd like to share what boxing has taught me about advertising more effectively.
It wasn't until I read something in Permission Marketing, by Seth Godin
that I saw a strong similarity between boxing and promoting my business. My goal
as a boxer is to knock the other guy out so he/she can't fight anymore - that's
how I win. In marketing and advertising for my business, my goal is to
reach and attract new prospects and clients.
The similarity lays within the different strategies both marketers and boxers
can use to accomplish their goal. Boxer behemoths like Mike Tyson and George Foreman
can go for the one-punch knock out to accomplish their goals (knocking someone's
teeth out), just as IBM, Monster.com and Ford can run one Superbowl advertisement
and attract a load of new prospects. Most of us, including me, don't have
the size or muscle of Mike Tyson or Ford, so we might consider another approach.
If you are looking for the best approach in either boxing or advertising, the
key to success (unless you're Mike Tyson or IBM) is frequency. Take me for example:
I am not very big and neither is my business, so neither of us has the
resources to make a one-punch knockout count.
Spending all of my resources (either time, money or energy) on one roll of the dice isn't a good idea. I don't have the weight or the muscle for that to work, and if you own a small business, you probably don't either. But that's okay, just because we're not huge doesn't me we can still accomplish our goals; we just have to use a different strategy.
In advertising, the one-punch knock out used to work so much better, there was less competition, less products to choose from and people didn't have so many distractions. Things are different now, and even if someone sees your ad there's a fair chance they might not pay attention to it. So it makes sense not to evaluate or invest all of your money into one ad, that's where persistence and frequency come in.
Did you know that your prospects need to see your ad at least 3 times
for it to sink in? I know, it's insane, but research has proven it time
and time again. And if you've ever watched boxing, how often does someone go down
in the first 3 punches? It almost never happens.
So you want to avoid what most business owners make the mistake in doing in that
they run one advertisement and then pull the plug on campaign. Remember the boxing
analogy, one-punch knockouts rarely happen. It'll take persistence and
frequency to get your prospect's attention and to get him or her to take
action, but if you keep at it, you'll succeed.
Keep on punching!
About Jeremy:
I help small businesses build more confidence and credibility into their business brand. Through marketing and design initiatives, I help you feel better about your company. Making you feel good about your business gives you more confidence and less anxiety when you are networking, promoting or selling your business.
If you have are a business owner who isn?t comfortable or confident in your business image, or you?re just not as proud of your business as you?d like to be. Call me today at 480.391.0704 or email me at comments@candographics.com, I?d love to send you a free insider?s bulletin and talk with you about your specific situation.
You?ll also want sign up for the ?Can-Do Confidence Builder? at http://www.candographics.com. Emailed weekly, the Confidence Builder provides you with essential marketing and design insights that help you get the most out of your investment and help you to stay one step ahead of the competition.
Learn more about me and how you can gain a competitive advantage with a better brand by visiting http://www.candographics.com
Jeremy Tuber
Tags: brand, advertising, marketing, advertising, small business, graphic, design, phoenix, boxingSimilar articles
Advertising Vs. PR in Your Small Business Marketing Strategy
A great small business marketing strategy includes a mix of tactics. Advertising and PR are two very important tools that all small business owners need to be using regularly. Read more →Advertising's Two Important Virtue
You have complete control. Unlike public relations efforts, you have final word in determining where, when and how often your message will appear, how it will look and what it will say. Read more →Are You Wasting Your Money? Check Your Junk Drawer for Promotional Merchandise Insights
All of us have received promotional items at some point in our lives. Promotional merchandise includes "give away" items that businesses gift their customers and/or prospective clients. Read more →Award Winning Advertising and What You Can Learn From a Talking Gecko
Each year the advertising industry magazine called Advertising Age nominates the very best advertising and marketing campaigns in corporate America. Of course the consumers are not stupid and many times they can guess who is going to win. Read more →Aphorism
The hardest thing in the world to understand is the income tax.
Albert Einstein