Marketing is not Bullshit!

Recently, I had gotten a chance to attend a seminar amidst the busy work schedule and expansion. The topic was close to my heart and I needed to share.

“Marketing is not BS,” said a brand marketing director of Adobe in her explanation of their ads, and it is “time to dispel this myth.”

She said, “For too long, marketing has been misunderstood, undervalued and seen as a soft profession, which has too much guesswork and doesn’t provide too much impact on business strategy and bottom-line results.”

Well, Adobe spent nearly half a million dollars every quarter to reach a combined circulation of 2.3 million readers of the Times and the JournalThey spend many of billions of dollars a year on marketing to acquire customers, clients or donors. To them, their ads are a total non sequitur.

Without marketing, none of them would have a business and they know it.

She added “if you want to win over people who think that marketing is bullshit, it won’t happen using just 42 words of highly technical terminology that would be understood only by hard-core digital marketers. To non-marketers, this is gibberish.”

After two decades in the business, I can now boil down everything I have learned about advertising to these simple pieces of advise:

  • It pays to spend money on being relevant - making sure you are talking to the right people and irritating as few others as possible.
  • “I do not regard advertising as entertainment or an art form, but as a medium of information. When I write an advertisement, I don’t want you to tell me that you find it ‘creative.’ I want you to find it so interesting that you buy the product.
Finally, an interesting and compelling book that I have read from a great copy master Vic Schwab, ”How to Write a Good Advertisement“. A statement in the book that is so profound that I needed to frame it over my desk- “The copywriter’s aim in life should be to try to make it harder for people to pass up his advertisement than to read it.”

 

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