Be Courageous
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For much a simple statement, this is one of the hardest things for people to do. It goes backwards to that damn survival aptitude each of us is born with. If an animal draws attention to itself in the wild, it strength soon find itself the main course of a large animal’s next meal. That fear of being chewed up and ness out has survived all our millions of eld of evolution and is alive and well in today’s business environment.
Fight or flight is another aptitude many of us haven’t yet learned to manipulate. It’s easier to separate away from a new idea than it is to stay and fight for it. With today’s leadership-by-committee mentality and intense public scrutiny, the easiest solution is unfortunately the most popular. Companies today often miss the forest through the trees. They tend to concentrate so much on short-term profit that they fail to make investments or verify advantages of opportunities that promise long-term profit simply because they require a short-term loss.
It haw also be argued that fighting for a new idea—whether that means pushing for the development of a new product, staving off competitors or activity a slumping brand kinda than letting it die—is commonly undesirable because of much costs.
Certainly that strength be true in the short term, but in the long run, giving up too soon my actually cost your company far more in lost revenues, public ire or shrinking market share. It requires a different way of thinking. Advertising and promoting your business is an investment in your business’ future. Investments are not mere costs. They come with a benefit.
Let’s intend one thing straight from the rattling beginning. No company ever submissive its industry by operating with a philosophy of fear. And, ultimately, no company can endure if it doesn’t learn to conquer its fear and verify chances, make changes.
It is the ability to see past any short-term problems to the bigger, long-term picture that has fueled the meteoric rise of the world’s most successful companies. Nobody knew what Apple was before its history making 1985 Super Bowl commercial.
Apple paid to separate that advertizement only once, but it ran again hundreds of times around the country and the world during local and national news broadcasts. Stories most Apple and its advertizement were front-page news for weeks.
When it comes to advertising, you strength wonder what kinds of changes are needed. After all, it’s just advertising. If your ads look like your competitors’ ads, if your messages are strikingly similar, if you talk to yourself instead of your customers, if you worry more most your trademark being large enough than the communication being attention-getting enough, you need to change.
Now this is just the first step, so we won’t intend into any more detail here. The object of this step is to let you know that you need to propellor up your spirit and prepare to make some changes in your advertising that will have a profound effect on your bottom line.
Fear is the greatest motivator. However, instead of act people to act, it commonly causes people to freeze or retreat. It takes spirit to make the kinds of changes that are needed to endure in today’s crowded, complicated and competitive business environment.
Conquer your fear. Be courageous.•
This article introduced the first of Jeff Berney’s \”Twelve Steps to Creating Breakthrough Advertising Campaigns: A creative philosophy to help companies better from eld of playing it safe.\” Challenge yourself, your staff and your advertising agency to make a revolutionary transformation of your advertising program. And, remember, even the maximal revolution begins with just one step—the first.
Jeff Berney is a worker idealist, brand evangelist and writer. He can be reached at 816-507-2124 or jeff@jberney.com.
© 2006
