Why Ordinary=Less ROI

Try this experiment. Count the number of messages you are exposed to from the time you get up in the morning until the time you arrive at work. I counted one morning last week and the number surprised me. I counted TV commercials, radio ads, internet advertising, billboards, bumper stickers, phrases printed on commercial trucks, … you get the idea.

Before I sat down at my desk, I had counted 226 messages. And maybe two or three actually were out of the ordinary. The point here is that if you are going to spend marketing dollars, spend them on messaging that will resonate with your target.

Here’s a short video with Seth Godin. Many consider him something of a marketing guru. You can judge for yourself. Even though the video is a few years old, the message is more relevant today: In a world of too many options and too little time, our obvious choice is to ignore the ordinary stuff.

Enjoy, and don’t forget to start counting tomorrow morning.