by Cat Matson
I have a confession ... and in confessing this particular indulgence, I know some of you are going to be suprised (maybe even a little disappointed). But in the name of supporting your business growth, I'm going to make it anyway.
There's a song on the charts at the moment that I really enjoy ... if I hear it in my car, I turn the radio up and sing along (loudly) ... and yesterday, when it came on during my last "am I ever going to make it" few minutes of my run, I turned the volume up as well as the treadmill speed and used the beat to 'get me home'.
The song is Guy Sebastian's "Like it Like That". Yes, I know, a bit ... um ... corny? Is that the word? Anyway, never mind if you don't share my taste in music (I love John Farnham too, so you might as well just get over it), there's a great message for business owners in here.
Listening and singing to the song as I was driving this morning got me thinking ... what if business owners marketed themselves like pop stars?
This song was released ages ago (July) ... and I'm sure there are plenty of other good songs on the album. But they haven't been released yet. All we are hearing from this 'marketer' is 1 song - 1 message - repeated over and over again. He isn't diluting his message with multiple products (songs) ... he's waiting for his current primary message to take hold and to get him front-of mind with possible purchasers before releasing his next message (song).
Now, is excessive air-play of the one song a potential problem - will people get tired of it? Maybe ... but really, the people who are going to tire of the song aren't his target market - they're not the ones who are going to buy his album anyway!
You often hear musicians say after a song is a huge success that they get quite tired of performing it - how boring for them. But fans love to hear their favourite songs over and over again - and it generates sales. From a business perspective, potential customers need to hear the same message over and over again before they 'get it'.
So, just because you're tired of introducing yourself with the same 'elevator pitch' or you feel like you're boring your prospects with the same message ... remind yourself, they hear it differently everytime - different context, different mood, different need ... and eventually they'll hear it enough times to buy.
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Can't agree more with your comments, Cat! More power to you, hmmm...'Cat Power', sounds like a decent handle for a singer.
Repetition is indeed the key to getting your message stuck in the minds of your prospects! And equally important is having a singular message.
I think too many businesses big and small try to be too many things to too many people and as a result their message becomes diluted. What they need to do is to pick up the rifle not the shot gun (sorry for the violent analogy).
I once read a great book all about the importance of marketing focus by the guru - is he still alive 'n kickin' and if so is he still a 'guru'? - Al Reis. The book is called, oddly enough, 'Focus'.
BTW, love your website. I just came across it via MediaTwo. I am seeking a developer to do my own site (about to start a biz).
Keep up the good work!
Cheers!
Gary,
Thank you for your comments ... I like the idea of 'Cat Power' - always wanted to be a famous singer :-)
Thank you too for your kind comments about our website - I can't recommend Media Two highly enough - they are AWESOME and they continue to do an awesome job on our website.
Good luck with the new business ... of course, please contact me if I can help in anyway ... after all, that's what I do :-)