For the Super Bowl-Caliber Business

By Jason Epner

 

“The more talented you are, the fewer gimmicks you need.”

 

I heard these words Thursday morning from ESPN radio show host Colin Cowherd describing the Super Bowl-bound Seattle Seahawks defense.  Sounds like something right off one of those motivational posters you hang in your office.

 

How does this relate to your advertising?  I’ll get there in a minute.

 

Colin’s point was this:  Seattle doesn’t do anything fancy on defense.  No smoke.  No mirrors.  No tricks.  They have committed to playing their brand of defense throughout the course of the year and have become really good at doing so. 

 

So good, that they are the number one defense in the league.   So good, they are playing for a super bowl championship.

 

Along those lines, businesses I work with are talented in their own right.  Some are innovative.  Some sell superior products.  Others provide unmatched service. 

 

No need for gimmicks with these businesses.  No need to advertise massive discounts. 

 

I advise the businesses I work with to focus their message on what separates them from the rest of their competition.  Educate their customers about the value they can provide .  Commit to that message on a consistent basis, and over time, the customers will follow.

 

It’s the proven winning formula.