Rob Eagar’s Monday Morning Marketing Tip
is written to help authors, publishers, and organizations
spread their message like wildfire.
This week’s focus:
Even though a record 111 million people tuned in to watch the Super Bowl this past Sunday, consumers have more power than ever to turn-off the advertisements in their life. The audience is in control of what they watch, hear, and read. Any media that people don’t like can be quickly deleted and replaced with dozens of other options. This new dynamic doesn’t bode well for business advertisers and authors who want to promote their message to a large, generic audience.
Therefore, this new dynamic explains why marketing via a targeted approach is a better way to start a purchasing wildfire. Most people today respond less to advertisements and respond better to word of mouth recommendations and straightforward explanations of value. If you answer the question, “What’s in it for me?,” then you stand a much better chance of grabbing the public’s attention.
The Super Bowl television ads cost companies $3,000,000 per 30 second slot (that’s $100,000 per second). I don’t know about you, but I rarely saw any advertisers answer the magic question, “What’s in it for me?”…which means millions of dollars were wasted. Don’t make a similar mistake with your promotional campaigns.
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© Rob Eagar 2011. All rights reserved.
