The Superbowl lesson everyone missed
I suppose I should be discussing the ads from the Super Bowl on Sunday, and I will, briefly, but I’d rather discuss the hero of the game, and his close parallel to oftentimes, good marketing.
As usual, many of the ads were entertaining, most were crap, and few — if any, would give anyone any sort of a compelling reason to go out and buy whatever was being advertised — if you could even remember the product being sold in the first place.
Personally, I thought the commercial for Coca Cola, with the Charlie Brown, Stewie, and underdog floats from the Thanksgiving day parade, was the best one there, but this had more of a profound effect on my own nostalgia-buttons than most. See, I grew up in New York City, and I remember watching the parade from the streets one cold Thanksgiving morning nearly 40 years ago.
One of the baby ads for e-trade was also appealing — again, because it pushed my nostalgia buy-button. I’m a father of three, so the baby scenario they used was real cute to me, and to my younger son, who I watched the game with.
(Note: I discuss how to use nostalgia in great detail in my Seductive Selling System, which you can find at http://www.kingofcopy.com/seductive )
But what I want to talk about today was the incredibly cool come-from-behind victory of the New York Giants. On the Friday before he Super Bowl game, I happened to be reading an article in New York Magazine about their quarterback, Eli Manning. The article was saying how he’d been riddled all year with the label of “boring” and “unemotional.”
This is quite the opposite to how most New Yorkers are, and I’d imagine, not what the city wants out of it’s heroes or potential heroes. However, the bottom line is results, and it should be no mystery at this point that the results were there.
It’s no different in your marketing. You run an advertorial-style ad. It’s boring. Looks like an article, no pictures, no graphics, no “Crazy guy” screaming out loud at your readers. Your friends and family say it’s too long, the text is too small, it’s not selling hard enough, there’s no fancy logo, it doesn’t have your office hours or how long you’ve been in business — it won’t work.
You run it, make a killing, and laugh all the way to the bank. You didn’t listen to your detractors. Eli Manning too, didn’t listen to his detractors. He didn’t change his game or his personality.
Why? The answer is simple: the New York media isn’t a good resource to use when it comes to improving your football game, just the same way your friends and relatives aren’t a good resource to tap into when it comes to effective marketing.
Stick to your guns and do the things you need to do, to get the results you need to get. It’s not easy, but there again, neither is winning the Superbowl, is it?
This is absolutely INCREDIBLE advertising.
Now go sell something, Craig Garber
P.S. I recently used a very unconventional method of generating leads, and it was incredibly successful. Then Terry Wygal from Houston, Texas used it and here’s what happened to him, “Craig, I have generated 2,130 registrations for tonight’s call. The highest I have ever pulled prior to this was when I had 779 register. That’s a 273.4% increase! I think your lead generation program works. :-) I was able to then turn this into 75 new members at $1,000 each for 6 weeks! One of the best ROI’s I’ve ever had in my career.” Check out this highly unconventional method I used at http://url-ok.com/a49ae3
If you enjoyed this, pass it on to a few of your friends and business associates. Or, simply have them subscribe themselves! Send them over to http://www.kingofcopy.com