Seth Godin in the bestselling book, “Purple Cow,” talks about the end of old media, like TV advertising. Who’s listening to your message and are you crafting a compelling story that connects your resources and expertise?
Stand out with some Purple Soda from Stella Pop
We believe the theory that the advertising and media world is in the process of changing but it still does work for some clients, with the appropriate client and prospect base. What we really believe in is the development of each clients story, the crafting of an individual message that softly and gently interrupts your client and prospects as they go about the process of researching and searching for products and services. After all, your business is the expert and resource, and you just have to “interrupt” the process with products, information or solutions that they are already looking for online or in traditional media.
Here’s an excerpt for his Seth’s book and from the book “Marketing Gurus” by Chris Murray:
The death of the TV-industrial complex has made some people predict that all mass media will die. And because ads aren’t as effective as they used to be, it is easy to conclude that ads don’t work at all, and that every consumer avoids and ignores them all.
Of course, this isn’t true. Ads do work-not as well as they used to, and perhaps not cost-effectively, but they do attract attention and generate sales. Targeted ads are much more cost-effective that untargeted ads, but most advertising and marketing efforts are completely non-targeted. They are little hurricanes, moving across a landscape of consumers and touching everyone in the same way, regardless of who they are and what they want.
But in any given market there are still some people who are all ears-they want to hear from you. They look through the Yellow Pages, subscribe to trade magazines, and visit Web sites looking for more information. Some of these people will eventually buy.
So the big idea is this, “it is useless to advertise to anyone-except interested sneezers with influence.”
Michael S O’Grady__”sneezers” are the advocate you are trying to build in your business, nothing beats home grown advocates that are built from the bottom up.
