OMNIPOTENT MARKETING INSIGHT #3:

Have Something Good To Say

If you don’t have something good to say, you can just forget about everything else...because your advertising will fail miserably. The great business philosopher Jim Rohn probably summed it up best in his lecture about communication. He was talking about personal communication, not about advertising.  But, the principle holds true.

He says to be a master communicator; all you’ve got to do is follow this simple three-step process:

1. First, have something good to say.
    

2. Second, say it well.
    

3. And third, say it often.

In terms of advertising, here’s what that means: Having something good to say means that you’ve innovated your business sufficiently so that you have something of value that’s worth advertising in the marketplace. Saying it well has to do with taking what you do well and saying it in your advertising in such a way that it gets people to notice and take action. We’re going to show you how to use the power of writing and articulating to get more results for the same money spent - say it well - in another issue. And, as for saying it often, that refers to executing your advertising and follow-up marketing in a systematic format that allows you to build brand equity to cost-effectively turn prospects into customers.

So before getting into “saying it well and often”, let’s spend just a few minutes discussing the first step to successful communication: “Have something good to say.”  Some people don’t expect that they have to actually innovate their business to be successful. But it’s really the best strategy. You’ve probably heard the old saying that if you build a better mousetrap, the world will beat a path to your door. The problem is this: Most companies use that strategy, which always fails.  They use catchy advertising, tricky words, or fast-talking to sell the same old, boring mousetrap that everyone else is offering. Whoever originated that line about “the better mousetrap” and “the world beating a path to your door” just didn’t understand the principles that govern successful marketing and advertising.

Once you’ve created something that people want - or as the common expression goes, you’ve created a product sells itself - then advertising becomes infinitely easier. There’s a man named Rosser Reeves, who was one of the most successful advertising men in the early days of the business. You probably haven’t heard of him.  But, you’re probably familiar with lots of things he created, especially back in the 50s and 60s; he’s most famous for M&M’s – “They melt in your mouth, not in your hands.” Anyway, Mr. Reeves pointed out “having something good to say” way back in 1965. Here’s what he said about writing good advertising:

“The business owner should bring the advertising writer a product or service that deserves to be on the market. It should have significant points of difference from other products. Then the idea behind the advertisement...is very, very easy to find. For example, if a manufacturer brings you a car that can go 500 miles on a gallon of gas, you don’t have to look far for an idea for the ad. The idea is right in front of you. If on the other hand, you have an Edsel that’s not very different from any other car, you are doomed to failure in advance. I don’t believe any advertising brilliance could have saved the Edsel.”

In case you’re unfamiliar with the story, the Edsel was the greatest embarrassment to the Ford Motor Company in the 50s. They spent record amounts of money promoting it, hyping it to all ends of the earth.  But nobody wanted it. Why? Because, despite what the promotion said, it was just another average, ordinary car. Here’s the point: Spending money on marketing, advertising, and the greatest advertising copywriters of the day couldn’t compensate for the lack of confidence or lack of perceived value in the consumer’s mind. There was nothing intrinsically better about the car; in effect, there was nothing good to say about the Edsel.

So think about it right now. Do you “have something good to say?” Are there things that you do that make you a better value for the money than that of your competitors? If not, then why is it that you expect to win in business? If the local high school varsity football team was trotted out to play against the reigning Super Bowl champs, would you expect the varsity team to win? Of course not. You’ve got to create something so unique, so good, so unparalleled that it makes your prospects say, “I would have to be an absolute fool to do business with anyone else but you...regardless of price.”
 

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