There are a couple marketers I greatly admire. And they have a common trait ...
I believe I can tell their stories as well as they do ...
I feel like I can finish their sentences for them ... because I know what they're about to say.
It's not because I'm clairvoyant or a savant. It's because they've repeated it SO OFTEN that I already know what they are going to say.
But I keep listening to them ... why?
Because sandwiched in between the repetition, they unleash new nuggets of insight.
Repetition works. And I knew this before I was ever in marketing.
The Marines made us repeat everything again and again and again. What's the result?
30 years later, those concepts are still in my head and they're instinctual.
Here's an example ...
I went shooting with my brother and his friends a few years ago. One of the guys started bragging about his M4 rifle. (An M4 is like a M16 with a shorter barrel and a different stock. But the rest is the same.)
I picked it up and opened it up shotgun-style. He asked him to show him how to field-strip his rifle.
But it had been 25 years since I had done that. All the same, I started to proceed.
At one point I was holding the bolt carrier group and trying to remove the firing pin. But I was temporarily stuck.
Out of instinct, I flicked my wrist with the bolt carrier group in my hand. The bolt moved, the retaining pin was now in a place to be removed, and I removed the firing pin.
Repetition builds instinct in your marketing ...
Repetition builds strength to your branding ...
So if you wonder if I realize I'm being repetitive on certain points ..
Yes, absolutely! I'm being repetitive ... and expect to hear it again.
Here's the recording of today's Ad & Execution Strategy Call.
Today, we focused on Miguel's First-Time Offer to Family Stewards.
Here's the recording of today's Ad & Execution Strategy Call.
Today, we focused on Miguel's First-Time Offer to Family Stewards.
It’s bad when “Weird Al” Yankovic is mocking you. Or even worse when he writes a song mocking your mission statement.
Spend three minutes and 25 seconds watching Amish Paradise on YouTube and you’ll never listen to Coolio’s Gangsta’s Paradise the same again.
Then scroll down “Weird Al”’s hits until you find Mission Statement. Yes, he went there …
You thought the blade of “Weird Al”’s whit was reserved for recording artists. But he shreds corporate mission statements like a samurai delicatessen carves a stack of cold cuts. Is this scorn and derision deserved?
Watch the video and judge for yourself.
Most mission statements fit like a prom tuxedo. They seem suave and debonair at the time. But years later your kids will probably mock you over it.
Skip the future mocking and do something radical. Drop the corporate mumbo jumbo and speak from the heart. Make a soulful statement that fits only your business and none other. As Simon says, start with your “WHY.”...
It's counterintuitive, but you'll get the most clients and customers by pursuing a narrow niche.
The goal isn't alway volume. I'd say it's size and quality.
I believe the way you bait your hook determines the kind of fish you catch. But first, you need to determine the type of fish you want to catch.
In this example, I'll show how a business was able to refine their messaging by narrowing their focus on their ideal client.
