Years ago I was watching a documentary on advertising. The creative director of a major agency was being interviewed about what makes a successful advertisement. Halfway through the interview he pulled out three tennis balls and demonstrated something that still sticks with me today. First, to demonstrate what most marketing does, he threw all three tennis balls at the interviewer. The interviewer tried to catch the balls, but as you can imagine, he missed them all. The creative director went on to explain that this is what many marketers do.
They cram their websites and brochures and ads and elevator pitches with tons of information about their business, product or service and they expect their audience to "get it." This is the equivalent of throwing a bunch of tennis balls at your audience. You're lucky if the audience walks away with anything. Much less the one key thing you want them to know about you.
Next, the creative director tossed just one tennis ball to the interviewer. Guess what happened? Yep, he caught it, easily. Same thing happens with your marketing. If you focus your marketing on one key message you can be sure your audience is going to "catch" it.
Marketing Tips Podcast: Tennis Balls & Marketing
Click Here to Download MP3/Audio
(length 3:35 minutes)
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