I was reading an excellent post on Ted Goodier's Blog "For Your Consideration" yesterday. Ted was talking about being disappointed by the promise of a movie based on his belief about what the movie was from watching the trailer. He was talking about the movie Lord Of War with Nicolas Cage. To add to that movie, I'll add any movie not actually directed by Quentin Tarrantino. Hostel being the latest to lead people to believe it was a Quentin Tarantino directed movie when in fact it is just an endorsed movie. I'm a huge fan of his movies, but hate his tactics for promoting movies not his own. I have a message for Mr. Tarrantino and other producers later in the post.
I've long been of the opinion about movie promotions: "Fool me once shame on you, fool me twice, shame on me, but fool me thrice and I'll forever wait for DVD."
Marketing is about being relevant, truthful and compelling. Quentin Tarantino is compelling to me the movies he makes are relevant to me, the movies he openly and outright clearly endorses are important to me. But, the ones that lead me to believe maybe he made them or maybe he is endorsing them leave me flat and impact his credibility with me. I'll never go to another Quentin Tarantino movie on opening day, and probably not opening week, until I'm 100% sure that he made it.
Howard Stern leaves no quesiton about who he is, what he is, who he is trying to be relevant to and what his intentions are. You never have to wonder if Howard is misleading you, he tells the bald truth good or bad. You either like him or you don't, you either buy him or you don't. There is little middle ground with him. He makes buying him easy if buying him is your thing.
If you are a marketer, small business, entrepreneur, author, speaker, consultant, or coach, you have to decide what you want to be to whom and then be that 100%. Don't try and be everything to everyone. Don't lead pepole to believe you are something you are not. You are what you are and perfect for those people who want you. Those people will buy more and their frequency of purchase will be much higher too.
Oh, and they'll give you that illusive best kind of advertising everyone wants, word of mouth.
Take the time to look at you rmarketing and your message. What you are saying? Then ask, what are you doing.
When they match, you profit.