Advertising Results is Like Pushing A Car
Hey, it's Jared from BlinkJar. For all the Gen Xers out there, you might recall Bon Jovi's iconic line from "Wanted Dead or Alive" – "It's all the same, only the names will change." While it certainly wasn't Bon Jovi's intention, this one line could be an anthem for the advertising world.
The Rules for Successful Advertising Have Not Changed
Jon Bon Jovi's lyrics encapsulate the advertising landscape perfectly. Despite the passage of time and the evolution from the print ads of the '70s and TV spots of the '90s to today's
digital marketing strategies, the core principles of advertising have remained steadfast. The tools and platforms at our disposal have transformed over the last few decades, yet the foundational strategies have withstood the test of time. Even amidst the rapid technological developments, such as
artificial intelligence and large language models, the heart of advertising has remained unchanged.
When discussing the immediate outcomes of advertising efforts, many business leaders will express disappointment similar to this:
"Our advertisement investment has yielded little return. Ideally, we anticipated a return of three to four times our expenditure. Given the lack of expected results, we've decided to halt further advertising investments."
As a long-time advertising executive in television and digital ads, I've repeatedly heard this for the last twenty-five years.
Why Doesn't Advertising Create Immediate Results?
This defeated mindset reflects a common misconception among business owners who view advertising as a quick fix rather than a long-term strategy. They expect instantaneous, waterfall-like results, and when these expectations aren't met, they prematurely withdraw from their advertising commitment. Many times, they are quitting at the time that they are about to gain momentum and see results.
The truth is that successful advertising campaigns require patience. As Roy H. Williams explains in his book, "WIZARD OF ADS," the process is akin to pushing a stalled vehicle. Initially, even though you push the stalled car with all your power, the vehicle does not budge. It's frustrating, and this is where many will give up. However, giving up will produce nothing. The car will remain in the same place, and you will be tired and frustrated with nothing to show for your effort.
On the other hand, if you continue to push and resist the urge to give up, the car will slowly start to progress forward at a higher speed. And here is the best part: as the car's pace increases, less effort is required of you. Funny how that works, right?
Advertising Requires a Consistent Effort Over Time
Short-term efforts in advertising might yield little rewards, but a steady and committed approach will foster substantial long-term benefits for your business.
Achieving meaningful results in any endeavor, whether enhancing physical fitness or moving a stalled vehicle, demands time and consistent effort. Advertising is no exception to this rule.
Keep pushing forward!
