The Danger of Originality

The message of this rule is one that is probably
familiar to most: "If it ain't broke, don't fix it."
The idea is to use what is proven, not what is
original.

Develop your marketing based upon your
marketing plan, and your message upon
proven formulas. Let your target audience
know that you have what they want: solutions
to their problems.

The whole idea is to develop your marketing plan
and create your marketing materials -- then run
with them -- again and again and again.

Address their needs and ask them to take action.
Understand that you will tire of your message long
before your audience will.

Run them until they stop working. Most people
quit them before they start working.

Originality may be key to movies & music, but
toxic to marketing. Levinson quotes Rosser
Reeves, "president of one of America's great
advertising agencies":

Originality is the most dangerous word in advertising.

Guerrillas know that great marketing is hard to come
by. If you are more interested in profits
than originality, abide by this golden rule.

If a marketing strategy and message has
worked for someone like you, go with it.
When it works for you, stay with it.

(c) 2006 Steve Brewster
Executive & Business Coach
403.283.5706
www.brewsterconsulting.com
steve@brewsterconsulting.com