To a statement such as this simple, and this is one of the hardest things for people to do. It goes back to that survival instinct to curse the birth of each and every one of us with. If an animal draws attention to itself in the wild, may be close to the main dish in the meal after large animals. It has survived this fear that chewed up and spit out all our millions of years of evolution and alive and well in the current economic environment.
Fight or flight instinct is another many of us have not yet learned to manipulate. It is easier to escape from a new idea to stay and fight for it. With a leadership mindset by the Committee today and intensive follow public opinion, the simplest solution is unfortunately the most popular. Today, companies often lack the forest through the trees. They tend to focus too much on short-term profits that failed to make investments or take advantage of the opportunities that promise long-term benefit, simply because they require short-term loss.
Can also be said that the struggle for a new idea, whether to push for the development of a new product, or fend off competitors support the collapse of the brand rather than let it die, generally undesirable because of these costs.
Admittedly, this may be true in the short term, but in the long term, I very soon cost the company more in lost revenue, a public scandal or low market share. It requires a different way of thinking. Advertising and promoting your business is an investment in the future of your business. Investments are not just costs. They come with the advantage.
Let's get one thing straight from the start. No company ever dominated industry operating with the philosophy of fear. Finally, business can survive if you do not know to overcome fear and take risks, and make changes.
It is the ability to see beyond the short-term problems for the larger image in the long run that fueled the rise of the most successful companies on the planet. No one knows what he was doing Apple history before Super Bowl commercial in 1985.
Apple paid to run this ad once, but it is once again hundreds of times across the country and around the world in local and national news. The stories about Apple and its work on the first page of the News of weeks.
When it comes to advertising, you may wonder what types of changes are needed. After all, it's just advertising. If your ads look like ads from your competitors, if surprisingly similar messages, if you're talking to yourself instead of your customers, if you worry about your logo is large enough so that the message is very attractive, you must have changed.
Now, this is only the first step, so we will not get into the details, here. The purpose of this step is to let you know that you need to screw up your courage and get ready to make some changes in the ad that will have a profound impact on your bottom line.
Fear is the greatest incentive. However, instead of motivating people to work, it usually causes people to freeze or withdraw. It takes courage to make the kind of changes that are necessary to survive in today's business environment cluttered, complex and competitive.
Conquer your fear. Be brave. •
This paper was presented the first Jeff Berney "twelve steps to create advertising campaigns Breakthrough: innovative philosophy to help companies recover from years of playing safely," challenge yourself, your staff and your advertising agency to the revolutionary transformation of the ad. And remember, even the greatest revolution begins with a single step for the first.
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