Imagine creating a message so compelling that your audience can’t help but take action. That’s money in the bank—the ultimate win. Unfortunately, one message, by itself, rarely does the trick. It takes a number of pokes and prods to actually get people fired up enough to pick up the phone, or click.
Sure, it has happened before. It’s super bowl weekend and we will likely witness some high-stakes gamblers going all-in with their advertising budgets, praying for a flood. Will it work? I believe Go Daddy gambled successfully. Apple in 1984 certainly established themselves. But if betting $2.5MM on a one hit wonder is just irresponsible.You might not have millions, but are you counting on that monster ad to do it all? I implore you to curb your enthusiasm. Action usually happens over time, with repeat viewings. And that means your work needs to inch the customer forward, one message at a time.
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