By Jill Dennis
From Wizard of Ads by Roy H. Williams
Have you ever had to push a car? Using your back and your legs and every ounce of strength you can summon, you gasp and strain and make faces as the doubt flickers through your mind: "I'm not sure I can do this." Then the car moves it's first inch and you find strength you never knew you had. The second inch is slightly easier, but now you're thinking "I'm not sure I can last." By the time you've moved it a yard, all doubts have fled. "Of course I can do this. I can do anything." Soon you're just pushing hard enough to keep the car rolling as you trot along behind it, basking in the applause of an imaginary crowd.
Launching an ad campaign is exactly like pushing a car.
Advertising doesn't always begin to work as quickly as we would like but once we get that campaign rolling and your customers start to "get what you do" because of your branding message, it's smart to keep that momentum going. Continuing a consistent advertising campaign is always easier than straining and pushing every time you decide to stop and start up your advertising.
No comments:
Post a Comment