“TV is dying off, isn’t it?
And no one listens to radio anymore for sure, right?
We’ve got to be better at social media. That’s where everyone is.”
I’ve heard this chatter since the first day I started in this business almost 10 years ago, which probably makes it weird that I’ve never really believed it.
As business owners, we want the feeling that zero of our advertising dollars are wasted. And since the media company, newspaper, TV station and radio stations are the ones we’ve been writing the checks to, we assume that’s where the waste comes from.
“Target your ideal client!” whispers the allure of digital media, “None of those other people matter to your business!”
The rise of digital media resurfaced the very myth that has wasted more advertising dollars than any other in history; targeting is NOT the only key to winning.
Can I tell you a secret?
Media options change. Humans stay the same.
Humans tend to do what is best for them.
Humans will give their attention to things they see entertainment, inspiration, or practical value in.
Humans need to feel valued before they’ll give value to anyone else.
Hear me clearly: there is no one who gets more excited about new advertising technology than me. Facebook, Google, and every other digital platform have some really remarkable tools for making the most impact with your advertising impressions. We use them every day, and I’ve spent thousands of dollars of my own money experimenting with them.
But don’t rest easy feeling better because you’ve “targeted” your perfect customer. Targeting is what we do to wild animals before we shoot them.
Your customer doesn’t want to be shot.
Your customer wants what’s best for them. They want to be entertained. They want to be inspired. They want to learn. They want to know what others think.
They NEED to be valued.
Don’t be dazzled by digital. Be humbled by humans, and make your media choices based on how you can best deliver an authentic message that does one (or all) of these things.
TV, Radio, Newspaper, Facebook, and Google are all wonderful options.