When I began my career in advertising (over 20 years ago… gee… I must have been 12 at the time ? ) my advertising mentor was Joan Elias. Joan had launched her own advertising agency and she took a chance on a recent college grad who displayed a unique ability to be able to “see” inside a consumer’s head.
Joan Elias taught me that when you try to create an advertising message that speaks to everyone, you create an advertising message that speaks to no one.
Many business owners often find themselves chasing after an array of marketing tactics instead of implementing a cohesive marketing strategy, a marketing strategy that has, at it’s core, the basics of niche marketing.
Unfortunately, niche marketing tactics which may result in great success for one business may fail miserably for the next… all because niche marketing tactics must be implemented within a cohesive marketing strategy.
Advertising that tries to speak to everyone will eventually be heard by no one. Define what your business does for your customers, whether they be businesses or consumers.
Now, create advertising messages that tell that story to those customers.
Oh, and be prepared. See, advertising and marketing will DEFINITELY help a structurally sound business grow. However, if there are “cracks” in the foundation of your business, expect a successful advertising or marketing campaign to reveal those weaknesses in a hurry.