Trying to figure out how to promote your business? Confused by the all the media choices: Google Ads, Facebook Ads, Instagram, Radio, newspaper, direct mail, and billboards to name a few.
Media sales reps are calling on you? Each showing up with their case studies, client testimonials and success stories. Each saying “my media is the best”. Have you taken chances; tried a few, and gotten mixed results? Never finding the one that works like wild fire. Never finding the one that produces an endless lineup of new prospects.
If this is you, then you are caught in “The Media Sales Trap”.
Here’s the brutal truth. A media salesperson is just that – a salesperson – not a marketing expert. They’re never going to recommend you buy someone else’s media. It’s their job to sell you their media.
In selling their media they are going to talk all about Reach. Reach is the number of people that will potentially see or hear your ad.
They talk about Reach like it is the holy grail of advertising and the most important single factor to success. Let’s run this through the commonsense engine for a minute shall we? Reach is the easiest thing to buy. If Reach were the problem, then buying more media would be the solution. Do you think that just buying more will magically change the success of an ad? Maybe the problem is that you are not reaching the right people – this is called targeting.
The media sales reps talk about targeting (we have the right people) and reach (we have the most people). This focus on targeting and reach causes you to compare one media to an another media. asking yourself, “Which media is the best?” This creates The Media Sales Trap. The trap where it feels your most important marketing decision is which media to use, when you should be focused on your message. What your going to say. Because an ineffective ad reaching lots of the right people is still an ineffective ad. Targeting and reach do not make your ad more effective. A good message does.
The media companies are unable to solve your messaging problem. Because, they think they can solve it quickly. Well that is just insulting. If it could be whipped together in a few hours work we believe you could have figured this out by now. No, this is hard and takes time. Here is the dirty secret they do not want to share. You are their customer, but so is your competition. They cannot give you all of their best ideas. That would be unfair to their other customers, but there is another problem.
Media salesman don’t track the results of your campaigns. Sure, they‘ll ask “How did it go?” And, you will tell them. But this is not tracking. They do not ask for actual sales numbers or track the trends. Let me ask you this, how do you avoid repeating failures or model success if you are not tracking results?
Frankly, when a campaign does not work – they have no idea. Because they have no data. That’s the truth. But what they can measure is Reach. Remember Reach. Here is the beauty of Reach. They will tell you the campaign failed because it needed more Reach. That means you need to spend more! Ca Ching, they just hit their sales quota.