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 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 to name a few.
Levinson states the two main reasons companies fail is due to the lack of a clear and well-designed strategy from the start, or they didn’t give it time to work.
In today's fast paced world people often grow impatient. In marketing when results don’t happen quick enough people get scared. When people get scared they panic. In desperation they frequently radically alter or scrap their marketing even before it's had a chance to work.
At its core marketing is about change. Changing perceptions, changing attitudes and ultimately changing actions. But change demands time which is why it's essential to commit to your marketing.
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?
However one thing is certain; changing human behavior is rarely ever easiy and seldom ever happens overnight. Human beings by nature are creatures of habit. Once set in their ways, it's difficult to change, even when it’s in their own best interest.
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 at all? On Shark Tank’s 100th episode Mark Cuban was asked to give entrepreneurs some sage advice, he left them with this simple but powerful idea, “it’s very hard to change minds."
Even though we understand that change is difficult, a strange 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 results faster than it can. When that fails to happen, they assume their 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.
Only One Million?
Marketing maven and author Seth Godin estimates average American is exposed to over a 1,000,000 marketing messages yearly.
What if Seth Godin’s estimates are a little high, what if it’s only half a 500,000, or perhaps only 250,000. In a limitless sea of messages, your marketing message is but one. Getting it to stand out from all the rest is no easy task.
Can you even 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.
Do You Want To Confidence?
Since change 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, as that is the fuel that provides the confidence required for your marketing to work.
This is key. When you set out to create your strategy, take as long as long as you need. 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 desire materalize.
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 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.
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. 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." I dare you!
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 and ask for Brian 818 268 8700.