City Slickers Had It Right!
08/19/2009 09:29 AM Filed in: Jeff Dostal
A small business owner was sharing his frustration with advertising. He told me he had a hard time telling all that he did in one message. I told him that’s where he was making his mistake. In “City Slickers," Jack Palance tells Billy Crystal he needs to find his one thing. Jack had it right. It’s a lesson we can all learn about our marketing. Each message you share with your target audience needs to offer one clear idea. One thing. If you try to put multiple ideas into one message, the consumer won’t remember any of them. Here’s another example. Get a handful of tennis balls and toss them to someone. They’ll be lucky to catch one. Now, toss just one ball. They’ll most likely hold on to it. That’s what you want your audience to do with your message. You want them to hold on to it. Sharing one idea at a time will result in much greater audience retention than if you try to share everything your company has to offer all at once.
If you want to see the “City Slickers” clip and hear Jacks’ message again, click or copy and paste the following link: http://www.youtube.com/watch?v=2k1uOqRb0HU&feature=related
Jeff is President of Marketing Firepower and an experienced marketing professional. He has helped many business become successful through the effective use of advertising.
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