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I Was Wrong! I Take it All Back!

I Was Wrong! I Take it All Back!

November 19, 2009

Remember, everything I've been saying about focusing on the benefits in your marketing message and that you really don't need to spend much money to get people's attention?

I take all that back!

Nike has once again proven me wrong.

Check this video out...



Okay, before you think I've totally lost my mind, I'm kidding.

It's as if someone gave a couple graphic artists, designers and a film studio an unlimited amount of money and said, "Here, go spend this however you want and don't worry about the cost." It's absolutely crazy what some of these big corporations will spend their money on, but this one works (I'll tell you why in a moment)!

I know you don't have that kind of money to throw around, though. So the next time a wiz-bang graphic artist comes to you with an idea to promote your brand ask him these 3 questions:

1. How can we use it to talk about the pain or challenges our hungry fish are wrestling with? (Remember, the key to getting your message to stand out is to first identify the problem.)

2. How will it help us show how we can solve their problems? (This is where we want to talk about the benefits!)

3. What questions do we have to overcome to get our hungry fish to take the bait?

And the finally, you can talk about whether to make the message funny, serious, educational, etc.

But answer those 3 questions first and I bet you'll come up with a message that's a lot cheaper and far more effective than a lot of these big name brands. Now, if you've got the money to spend and want to tell a story that makes your viewers say, "WOW!" then this is the way to do it. Look at the number of views! Nearly 9 MILLION -- think that's helping brand awareness? Absolutely!

So why does it work?

  • It tells a story (what's more powerful than good v. evil?)
  • It's packed with drama (Who will win? How can the underdog pull off an upset?)
  • It pushes the emotional hot buttons such as fear.
  • It starts slow and then builds momentum.

Here are several take-aways:
You do NOT need a big budget to make a big impact and get your brand noticed. Tell a story. Find an underdog that your hungry fish will root for. Push the emotional buttons such as fear to keep your fish engaged. Create visualization so your fish can see themselves coming out on top.

And if you have $500,000 or so to spend on your brand make it phenomenal. But if you don't, you can still create a powerful story and still be awesome.

Hail to the companies that use what they have and just do it!

Always taking you from where you are to where you want to go,


Jon Goldman