Marketing Tip #13
It’s better to upset a few people than bore every. Consumers are hit with thousands of messages a day. If a marketer can’t cut through or go around it, he’s wasting money. That’s why it pays to be bold. In fact, I tell my clients that if an ad concept doesn’t make them a little nervous, then it’s probably not that good. That does not mean being irresponsible. But it also doesn’t mean being boring. Remember, the job is to get people excited, not just informed. And a smart, bold effort will do that better, and for less money, than something innocuous and uninspired.
What some companies don’t seem to realize is that no one is ever bored into buying a product. And what they perceive as “safe” is actually a high risk because it’s unexciting. No marketer can afford to lose sight of the purpose of marketing: to reach, and motivate, as many prospects as possible. Therefore it’s impossible not to offend someone, somewhere, sometime about something. So, rather than ask; “Are we offending anyone?” the better question is, “Are we getting anyone excited?”
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