Jay Conrad Levinson's 50-year marketing career is unmatched in both power and scope. He created Guerrilla Marketing, and authored over 59 marketing books that sold over 20 million copies. Back when Steve Jobs and Bill Gates were just getting started, they learned about marketing as students of Levinson.
Jay was also the driving force behind the some of the most creative, iconic and successful marketing campaigns: Mr. Clean, Tony The Tiger, Sears Diehard battery, Jolly Green Giant, Pillsbury Doughboy, Morris The Cat, You're In Good Hands With All State, Fly The Friendly Skies Of United and the Marlboro Man.
After a lifetime in marketing he observed the two main reasons companies fail; they either lacked a clear and well-designed strategic game plan from the start or they didn't give the one they had a chance to work. In today's fast paced world when marketing results don’t happen quickly enough, people get scared and when they get scared, they panic. In desperation they often radically alter or scrap their marketing before it's even had time to work.
The thing is, at its core marketing is fundamentally about change. Changing perceptions, changing attitudes and ultimately changing actions. Since change seldom happens overnight, commitment to your plan is essential for marketing to produce results.
Have You Ever Tried To Change Someone?
Perhaps it was in your spouse, your boyfriend, your child or maybe even a parent? How did that work out? Did it happen quickly or did it happen at all? Changing human behavior is rarely easy. Human beings by nature are creatures of habit. Once set in their ways, it's difficult to change even if it’s clearly in their best interest.
On Shark Tank’s 100th episode when Mark Cuban was asked to give entrepreneurs advice, his warning was simple but profound, “it’s very hard to change minds."
Interesting enough even though people understand that change is difficult, there exists a disconnect between reality and expectations in regard to marketing. People expect marketing to be different, they expect it to be a miracle worker and produce results faster than it can. Then when that fails to happen they assume the marketing is not working. The fact is even superb marketing rarely delivers immediate results. Actually very few things in life that are truly beneficial ever happen quickly.
One Million Ads A Year?
Seth Godin, marketing maven/guru and best selling author of several dozen marketing books estimates the average American is exposed to over a 1,000,000 marketing messages yearly, But what if Seth Godin’s appraisal is a little high, what if it’s just 500,000? Getting your message to stand out from all the clutter and make a lasting impression requires both a great message and patience.
Every business needs a well thought out strategic plan, a strategy that’s based on substance rather than hype. These ingredients are the fuel that provide the confidence necessary for your marketing strategy to work.
This Is Key
When you set out to create your strategy, take as long as long as you must. If you want to change it, change it before you commit to it, but once you create your plan, commit to it. This shows you take your work seriously and are not expecting overnight results.
It's not always 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 desire materializes.
If you get impatient, if you don’t stick with it, it’s almost certain to fail. Almost all marketing plans start off slow or stumbles at least temporarily. But if you give up or radically alter it before it's had a chance to work, it's almost guaranteed to be a train wreck.
Your Ace In The Hole - Confidence Is King
Imagine your business with a clear, well-designed strategy you were proud of and one that you could happily commit to. Weak commitments lead to meager results. Most people wait to see results before they commit. That’s not how it works. Visualize telling your fiancée on your wedding day, "I won’t commit until I’m sure things are going to work out." I dare you.
If your business needs a clear new direction, one that inspires action, confidence, and commitment let's talk to see if we’re a good fit to work together. Call Brian Bodnar 818 268 8700.