The Problem with Most Marketing Campaigns

A seasoned marketer, once discussed the common advice to “just put a puppy in the ad; it’ll grab attention.” While a puppy might make the ad memorable, if viewers don’t remember the product, the ad has failed. The purpose of an ad is to sell, not just to entertain.

Think about all the marketing principles you hold true. By the end of your journey, you’ll see that much of what you believe is wrong. The bigger the company, the more it succumbs to groupthink, focusing on pleasing boards, stockholders, and meeting quotas, rather than effective marketing.

The Flaws of Big Business Campaigns

Big companies often miss the mark in their marketing campaigns. They prioritise pleasing stakeholders and adhering to quotas over creating effective ads. They try to avoid controversy and ensure diversity, which can lead to bland and ineffective marketing strategies. For instance, I studied Coca-Cola’s campaign but lacked the $600 million budget to replicate it.

The Power of Direct Response Marketing

Focus on direct response marketing, where every dollar spent aims to generate two dollars in return. This method is crucial for actual businesses and even for copywriters hired to optimise ad campaigns. Most ads today are terrible, but proven methods work globally and universally.

Changing Your Perspective

Techniques will transform your understanding of marketing. Initially, your friends and family might laugh at your new marketing strategies, calling them amateurish or nonsensical. However, if you understand and respect these principles, your life will change. Isn’t just altering your marketing approach; he’s upgrading your worldview.

The Fundamentals of Direct Marketing

Billions are spent annually on direct marketing because it works. Unlike brand building, which might use humour or cute animals, direct marketing focuses on immediate sales. For example, a chiropractor should directly address people in pain, offering a solution right away. In contrast, brand building might involve portraying chiropractors as lovable, which doesn’t directly drive sales.

Conclusion

Forget brand building for now and focus on direct marketing. The goal is to place an ad today and see returns as soon as possible, ideally within 30 days. Skip the gimmicks and offer a clear, direct message: “This is my product, and this is what it does.” For instance, if you’re a chiropractor, your ad should say, “I solve pain. Do you have pain? Here’s how I can help.”

Direct response advertising gets results. Brand building might generate more money in the long run, but if immediate sales are your goal, direct marketing is the way to go. I highly recommend it—after all, making money is great.