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I’ve chosen “Secret Formulas of the Wizard of Ads” by Roy H. Williams as my first business-building book-of-the-month. This is my second reading of this excellent book, the first time being several years ago.
Williams doesn’t follow the conventional path of advertising. In fact, he begins by referring to advertising, demographic targeting and media mix as “dead cows everywhere.” Conventional advertising pays too little attention to saying the right thing to the right people, resulting in the wrong people hearing the wrong message. Media mix assumes that the same people will notice and recognize your ad across a variety of media.
He advises business owners to never take the advice of an advertising person who is quick to agree with you. It’s our job to challenge you to see your own company and product objectively.
What is your brand’s emotional anchor?
Williams defines branding as building an associative memory (think “Pavlov”), including consistency, frequency, and anchoring. Our brands are built through a consistent message shared frequently, tied to an emotional anchor in our prospect’s mind. Your brand will not be recalled without that emotional anchor.
Category Dominance
When your company becomes the one that customers think of immediately, and the one they feel best about when your product category is named, you’ve achieved category dominance. What will your company be known for?
That’s as far as I progressed this week. Check back next week for more wisdom from the Wizard of Ads.
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