Failure Is The Only Option

SOME PEOPLE WILL ALWAYS FAIL

Sad but true.

There are people out there for whom advertising is always going to be a failure–no matter how good it is.

This comment is born of a recent incredulity.

You know that lately, I’ve been harping on being more valuable to clients in these challenging times. Suggesting promotions and other ways to get customers to their businesses is a way to keep their ad dollars coming.

Recently, it was impressive to see a fairly new account rep really getting aggressive and kicking it out.

She had a client with one of those offers that is calculated to do one thing: make the phone ring.

THE DENTIST WAS OFFERING $1,000 OFF THE REGULAR PRICE FOR IMPLANTS

For real.

He advertised $1,000 off the regular price on dental implants-with financing available.

His phone rang like crazy.

And by his own admission, his puny little $5,000 schedule netted him $80,000 in new business.

And he canceled his contract.

My very calm and relaxed question to the account rep was…

“BY ALL THAT IS HOLY, WHY ON EARTH!!!!?”

His reason was very simple.

“Radio didn’t work out as well as I’d hoped it would.”

What?!

A 1,600% return on a $5,000 schedule didn’t work out as well as he’d hoped?

That’s like Roger Bannister saying, “You know, I ran the mile in 3.94 seconds. I was really hoping to do it in two seconds. I’m giving up running.”

So many new client have unrealistic expectations of their advertising–and they cancel because after two weeks they haven’t seen ANY return on their investment.

How does a guy who generates 10 times his investment in less than a month say it’s not working?

I have a theory.

HE NEVER INTENDED TO BE IN IT FOR THE LONG HAUL

My suspicion is he knew coming in that he was going to be a flash in the pan.

And flash in the pan advertising is OK.

It’s certainly not ideal. We’d all like to see aggressive brand building over aggressive offers. It’s a much healthier way to go.

I once did a fun, engaging commercial for an air conditioning advertiser who claimed 2,000% ROI in two weeks of advertising and walked away for good, thanking us with a hearty pat on the back.

If all you want is short-term results, have at it.

Just don’t treat us like morons when you get 1,600% back on your money. It’ll reflect much better on you, and we’ll all enjoy bragging about you that much more.

As always,

Blaine Parker

Your Short, Fat Creative Director in

Park City