Media Spike #1 â€“ Get It Right The First Time
The most amazing part of your advertising is the endless opportunities you have to announce YOU ARE HERE!
As we kick-off our series, I want you to always remember each media you choose is your platform. You have command of the floor, the stage, the spotlight and it’s your chance to shine. That product or service on profile is the embodiment of everything you are.
And it’s on display for everyone you target to see. Let’s make sure you always give yourself the chance to look your very best. This week’s ad of yours may be the only piece, yes, the only piece a candidate buyer ever sees or hears of you. We hope there’s more, BUT, it may be the one time they get to see you and absorb your message.
There will never be a second chance to make a good First Impression. Don’t ever give away a time at bat. Make sure the first time you’re out there, the 33rd time, the 116th time, you look exactly the way you want to be remembered.
That ad may be the only sliver of content, image, anyone sees of you. Think of how you want to be recollected. It might not be unfamiliar to you to hear someone vent to the effect, Why is there never enough time to do it right the first time, but there’s always plenty of time to do it over again? You’ve heard that too? Maybe said it yourself? Me too.
And it’s troubling when we are suddenly pressured to compose a week’s work into a frenzied afternoon to make the proposal ready. Deliver it, and when it’s at last reviewed 3 days later, a host of changes arise.
You then spend a week making all the client requested changes which would not have been necessary if you had had the time to plan it properly in the first place. That’s why I hearken back to the importance of making a good first impression. It can’t be undone, and if it’s done well, it won’t need to be.
If done smartly, it can pave the way for a wonderful relationship with your friends, partner, sibling, employer, client. Critically, once nurtured, a good impression gains you an indulgence bank. Every once in a while you’ll have a hiccup. You know the ones I’m talking about.
The day that everything that could go wrong…did. But with the security of your indulgence bank, people tend to be a bit more forgiving, understanding, and even helpful when things go off the rails. Simply because you put the time and effort into getting off to a good start.
You know well enough to not abuse it, but that support will carry you through good times and rough patches for you and your brand.
Through the course of this series I’ll share some media planning, and buying experiences and strategies I hope you’ll find advantageous to you and your business. They are exclusive to the recipients of this series.
P.S. One of the most forward thinking moments arrived in 1964. Here’s a hint, it was not The Beatles.
- Dennis Kelly
About MeDennis Kelly
Dennis is the author of “ 9 Secrets of How To Improve Your Advertising” and is available to Masthead Reader for $197 through a special offer at this link
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