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A Marketing Lesson

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I love being a part of the marketing industry, its advertising and marketing are creative disciplines to me.

Looking for creative solutions for others to sell their products and services is fun but it is possible to show off too much creativity for your own good. 

What do I mean by that?

Allow me to share an example for you, which comes from the reality TV show, “The Apprentice,”  I am very much of a reality TV fan, although I don’t do much TV watching but this is for sure one of the shows I look at when ever I reward myself a bit with some TV watching or in my case “stream” watching – since there’s no TV in my home.   

On The Apprentice you see teams compete, they’re given marketing related tasks.  As you know, marketing is one of the most important jobs there is in business – if you can do it well, your business will succeed. 

In one of the episodes, the task was to create a 30 second TV commercial for a body wash. The teams were instructed to come up with something unique promoting the body wash.

Both teams failed miserably at this task and there was no winner at all. Some would argue that they made it unique. Both teams tried justifying what they did but in the end, they failed at their number one task which was to sell the product.

That’s exactly what I think happens to marketers who try to be too creative.  They loose sight of the main task: to sell the product or service.

In order to sell a product or service effectively, your marketing has to be relevant.

You can be as unique and creative as you want, but in the end if your marketing is not relevant to the product or service you are selling and to those you are selling it to; you fail.

Don’t get me wrong, you should be creative in order to capture your audience’s attention.  But you must connect with your audience, not simply attempt to entertain them.

When you’re creating your marketing plans and ideas, don’t loose sight of the main task at hand: selling your product or service.

You have to identify and know who your audience.

Create a motivating message before you start the designing.

Make sure your ad shows your prospects exactly what you want them to do.  Have a clear call to action.

Make sure your ad clearly describes your offer – don’t confuse them or cause them to wonder what your ad is even for.

The main thing I want to leave you with here is to make sure that you have identified and know exactly who your audience is.  Then connect with them.

If you take the time to really do this, you will successfully capture your prospects attention AND sell your product or service.