Relevance + Creativity = Marketing Magic

It’s official.  I am on marketing BURN OUT this morning.

Monday morning seems to be a favorite time to deliver email newsletters and I subscribe to several, most of them with a marketing focus.

There is one that is GREAT!  It’s written by Roy Williams.  In his Monday Morning Memo, Roy writes:

    Relevance is what determines whether an ad works or not. Every media fails when it delivers a message no one cares about.

PRICELESS!!!!

Roy’s newsletter is entirely focused on providing GREAT information to people like me, who make their living helping other people create marketing and advertising campaigns.

Advertising NEVER works when it’s given the task of delivering a message that isn’t relevant!

Web sites don’t work when they feasture content that is boring and irrelevant.

Newsletters get sent directly to junk mail when they aren’t relevant.

Here’s the tricky part: Relevance is determined by the listener or the visitor.

If you don’t know WHO your audience is (or if you think your audience is "everyone") then you can’t carefully craft a message that is RELEVANT to your target audience.

The message that the busy young working mother of two finds relevant may be entirely different than even the message that her mother or husband will find relevant. To break through the cacpohony of marketing message prevalent today, you have to craft a relevant message…. one that breaks through and connects with your customer.

How relevant are your marketing messages?  It’s easy to blame the messenger (a.k.a. "the media" ) instead of the message. If your ads aren’t working, trust me, it’s the message.

No one else CAN do it for you

I got this in my email this morning with the subject line: This Money Making Web Site is our GIFT to you.

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    • 1 year pre-written ezine-in-a-box !
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What’s not to love?  No risk, guaranteed profit all by revealing closely guarded secrets…. with no effort, risk or investment on my part.

I’ve been running my business for almost a decade now and the first thing that JUMPS out at me is all the FREEBIES offered.  OMG!  How can they make any money by giving so much away for FREE!!

Normally, I wouldn’t even OPEN such an email, but Thunderbird presented it to me front and center this morning. I guess the reason I even looked twice at it was that I had a call earlier this week with someone who had literally bankrupted herself by chasing these "opportunities" instead of focusing on BUILDING HER BUSINESS!!!

My youngest son went through a stage where he invested an INCREDIBLE amount of time and energy into NOT doing school work, a heck of a lot MORE energy avoiding school work than it would have taken to just do his assignements.  But he was SURE that the massive amounts of energy he was investing in AVOIDING school work would eventually pay off.  They didn’t.  (I’m as tenacious as he is….a point he failed to recognize in the beginning.)

Recognize that NO ONE is going to do the hard stuff for you.  You wouldn’t hand over your check book and your budget to a car sales man and ask him to help you afford the car he thinks is best for you, would you? 

THE REAL SECRET IS: Ideas are a dime a dozen.  Those willng to work as hard and as long as it takes to succeed are as rare as 5 carat diamonds.

If you believe nothing else, believe that no one cares about YOUR business as much as you do!  If you think someone else  is going to do EVERYTHING for you (and for free on top of it all)…. well, there’s a reality check in your future.  I hope yours doesn’t end up in front of a bankruptcy judge before you learn this lesson.