In advertising, the laws are no different. In Roy Williams first book, “The Wizard of Ads”, Roy identified the most common mistake advertisers in America make is, “The Desire for Instant Gratification”. Roy explains that “advertisers like to think of advertising as a giant gumball machine, you put your ad budget in, you crank the handle and out come your results”. This flawed mentality has advertisers across the country yelling “Fifty percent off! Seventy five percent off! Everything in the store must go!” and committing to short term advertising schedules.
Just like the little boy who cried wolf, the ad that creates enough urgency to cause people to respond immediately is the ad that will work less and less well as time goes on.
So how should you align your advertising with the Laws of the Universe? Learn from the smartest businessman on the planet, the farmer. The farmer tills the soil, plants his seed and waits until harvest time to reap his reward. The farmer doesn’t plant his seed, come back the next day and say “this ain’t working, I must have targeted the wrong soil. I was promised a crop, where’s my crop? The farmer isn’t stupid, he knows that the plant that bears the most desired fruits are the ones that take time to mature, apples, oranges, peaches, pears.
Here are four ways that your advertising will walk hand in hand with the Laws of the Universe:
1. Uncover a story that is uniquely your own, one that your customer cares about.
2. Become the company the public likes, knows, trusts and feels the best about when they need your product or service.
3. Make you’re advertising about the customer not about you, your location or your business hours, the customer doesn’t care they only care about what your product or service will do for them, make it about them.
4. Once you’ve found a message the customer cares about tell that message over and over and over again. Commit to an advertising schedule 52 weeks a year….year after year.
Stick with these principles and your seed will produce growth year after year or spend a half day in Austin, TX September 26 with the Wizard of Ads Groups Marketing Masterclass we’ll teach you the other 11 most common mistakes in advertising and we’ll show you how the other Laws of The Universe affect your businesses growth. Either way, happy harvest!
–Mike Slover, Partner
Wizard of Ads Group
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