I’ll show this video [if clicking on the above embedded video doesn’t work, click this link instead] because (a) it is from the brilliant Derren Brown, the genius behind The System (that I ‘lifted’ for my own cruel experiment in spotting scams, a week or two ago) and (b) it shows that there is power behind the concept of advertising.
However, the problem is this: while ‘awareness advertising’ may indeed work (as I think this video, which I believe to be genuine, seems to prove) you need VERY DEEP POCKETS to make it work …. your message has to be in front of each person’s eyes multiple times, which takes money – a lot of it.
That’s why, for me, advertising is something best left to the McDonalds and Coca Cola’s of this world and the small guys, like you and I, are much better off with more direct forms of sales and marketing.
For example, I have used: e-mail newsletter campaigns (low cost and slightly effective), referrals (free and fabulously effective), PR (which is totally free and reasonably effective), and educational courses (where I was actually paid to speak and that were completely effective) to deliver my message in a very cost-effective way … I am not aware of a single client who came to my businesses through any of the advertising campaigns that I allowed myself to be talked into (VERY rarely, I might add) over the years.
But, watch the video even if you are not in – or planning to be in – business … it’s a hoot 🙂