So tell me … are you gonna run your ads on the radio? Maybe TV? Or how about newspaper? Oh, I know … billboards!
Tom Wanek, here, and you’re watching Wizard Marketing TV, where business owners learn persuasive tools and techniques to spark miraculous growth.
Today we talk media selection and tackle one of the biggest myths in marketing. Stay tuned and I’ll see you on the other side.
As a marketing consultant, one of the most common questions I get from new clients has to do with media selection. Clients are always anxious to learn which vehicle will deliver our message.
For many, this becomes the thing they’re most interested to learn. Heck, some slightly obsess over it.
But this shouldn’t surprise you. We’ve been brainwashed about the importance of media selection for more than 50 years.
In his book, Understanding Media: The Extensions of Man, published in 1964, Marshall McLuhan famously proclaimed, “The medium is the message.”
Well, my friends, Marshall McLuhan was wrong. The medium is NOT the message. The message is the message. The medium is simply a delivery vehicle for your message.
But, hey, I get it. I understand how easy it is to fall into the trap of believing this ‘medium is the message’ myth.
When I owned my retail clothing shop, I believed the same thing. Like most business owners, I thought the answer to growing my business was finding the right medium for MY business. So, I played medium roulette.
What did I get?
A bunch of wasted time and money. See, the medium really didn’t make much of a difference at all. Radio, newspaper, yellow pages … they all failed to meet my expectations.
They all failed to drive customers through my door. But this failure didn’t have anything to do with the medium … it had to everything to do with the fact that my message was less than convincing.
My Wizard of Ads partners and I have a saying: “The right words are the right words.” Yes, saying the right thing can do wonderful things for your business. Saying the right thing can cause people to do the things you want them to do—no matter the medium.
Once you’ve found the right message, that message should be screamed from the mountaintops from whichever delivery vehicle your budget will allow.
Do you still believe that it is the messenger that determines the customer’s response to your message?
Please understand, ad campaigns don’t fail because you chose the wrong medium. Ad campaigns fail because you said the wrong thing. Ad campaigns fail because you didn’t say something new, exciting and different … you didn’t move the needle on the “who gives a crap” meter.
Let me be clear, I’m not suggesting your choice of media is irrelevant. Sure. Each medium has it’s strengths and weaknesses that must be considered.
But customers respond to messages not mediums. Crafting a message that is both relevant and believable will do more for growing your business than the medium you choose to deliver it.
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