Jay Conrad Levinson's 50 year marketing career is unmatched in both power and scope. He was the driving force behind the some of the most iconic and successful marketing campaigns - a few of them are Mr. Clean, Tony The Tiger, Sears Diehard battery, Jolly Green Giant, The Pillsbury Doughboy, Morris The Cat, You're In Good Hands With All State, Fly The Friendly Skies Of United and the Marlboro Man.
Levinson states the two main reasons business fail is due to the lack of a clear and well-designed strategy from the start, or they didn’t give the one the one they created time to work.
In today's fast paced world people often grow impatient. In marketing when results don’t happen fast enough people get scared. When people get scared they panic. In desperation they frequently radically alter or scrap their marketing before it’s even had a chance to work.
The thing is at its core marketing is about change - Changing perceptions, attitudes and ultimately changing actions. But change demands time. That's why it's essential to commit to your marketing. Your offer must be given a chance to work.
Human behavior has been studied since the dawn of man and in some respects remains a mystery to this day. Numerous theories abound. Who’s right Freud, Jung, Skinner or your crazy uncle? But one thing is certain; changing human behavior is rarely easily and seldom happens overnight. People are creatures of habit. Once someone is set in their ways, it's becomes difficult to change, even when if it’s in their best interest.
Have You Ever Tried To Change Someone?
Was in your spouse, your girlfriend, your child or maybe even a parent? How did that work out? Did it happen quickly or even at all? On Shark Tank’s 100th episode Mark Cuban gave entrepreneurs some simple but sage advice. “it’s very hard to change minds."
Even though we understand that change is difficult, a disconnect exists between reality and expectations in this regard. People expect marketing to be different. They want it to be a miracle worker and produce instant results. Then if does not, they assume their marketing is not working. The fact is even superb marketing rarely delivers immediate results. Actually few things in life that are truly beneficial ever happen quickly.
Are You Serious - One Million Ads Yearly?
American's are surrounded daily by advertising. In an hour of TV or radio there will easily be 40 to 50 commercials in addition to billboards, and endless pop-up ads.
Marketing maven and author Seth Godin estimates average American is exposed to over a 1,000,000 marketing messages yearly, all vying for our attention.
What if Seth Godin’s estimates are a little high, what if it’s only half a 500,000, or perhaps only 250,000, your marketing message is but one in a limitless sea of messages. Getting your message to take hold and to stand out from all the rest is no easy task. Who can recall two or three ads on television last night let alone a week ago? This is why patience is necessary to give any message time to cut through all the clutter and make a lasting impression.
Can You Create Confidence?
Since changing people is never easy - commitment to your marketing is essential. Every business needs a well thought out strategy, one that’s based on substance rather than hype for this is the fuel that provides the confidence required for your marketing to work.
Here's the key- when you set out to create your strategy, take as long as long as you need. Then if you want to change it, change it before you commit to it. But once the plan is complete commit to it. This shows you take marketing seriously and you’re not expecting overnight results.
Naturally at times it won’t be easy to remain committed. Initially you may not see any results or meager results at best. Count on needing anywhere from three to six, and possibly even nine months before the results you want materialize. If you get impatient, if you don’t stick with the plan, it’s almost certain to fail. Almost all marketing plans start off slow or stumble at least temporarily. But if you give up or radically alter it before it's had a chance to work, that is a guarantee for disaster.
This is Your Ace In the Hole
Imagine operating your business with a clear, well designed strategy you were proud of, one that you could happily commit to. Marketing is about changing attitudes and actions. Weak commitments lead to meager results. Most people wait to see results before they commit. That’s not how it works. Imagine telling your fiancée on your wedding day, "I won’t commit until I’m sure things are going to work out."
If your business needs a new direction, one that inspires action, confidence, and commitment let's talk to see if we’re a good fit to work together.