Welcome, dear listeners! This is Marcia Hylton, your host for "Unlocking the Buyer's Mind." I'm thrilled you've joined me today for episode eight as I guide you on this journey through the world of DIY marketing.
So, what's our grand adventure today? Well, it's a journey through the bustling streets of Advertising Avenue. I want to help you unravel the mysteries of advertising, debunk some fictitious stories, and arm you with tools to help your small business thrive.
Let's kick things off with a little riddle: 'I'm seen by many but not by all. I help your business stand very tall. What am I?' If you said 'ad,' you're on the right track! That tiny word packs a considerable punch, and we will delve into that today.
I will share with you why, even as a marketing strategist, I sometimes use ads. You might think, 'But Marcia, you're so brilliant. Surely your products sell themselves!' And to that, I say, even the most dazzling businesses can use a little advertising sparkle.
Advertising is like a loudspeaker for your business. Imagine trying to share an essential message in a packed stadium. You could yell at the top of your lungs, but only those closest to you would hear. Imagine you have a microphone and speakers - your message reaches every corner of that stadium. That's what advertising can do for your business!
So why do I, and countless other successful businesses, invest time and money into running ads? The answer isn't as complex as you might think.
When you look out into the vast sea of social media, you're confronted by a whirlwind of content - pictures, videos, stories, tweets - all competing for attention. The platforms are crowded, no doubt. Your amazing product or service can be easily lost in this storm of content, however outstanding it may be.
That's where advertising comes into play. By investing in ads, you're securing a louder voice, and a stronger presence. You're on a stage with a spotlight shining down, ensuring your message cuts through the noise, reaching not just more people but the right people - your potential customers.
But how do we capture the attention of these potential customers? Well, that's where storytelling comes in. We all know the magic of a well-told story; it has the power to captivate, to inspire, and connect. It's not just about saying, "Buy my product," it's about creating a narrative around your brand, showing how your product or service fits into the lives of your customers, solves their problems, and enhances their day-to-day reality.
Think about your favorite brands. I bet they've mastered the art of storytelling. They don't just sell you clothes, or coffee, or cars. They sell you a lifestyle, a community, a statement of who you are and what you believe in.
And that brings us to one of the most crucial aspects of successful advertising: targeting the right audience. It's not just about reaching more people; it's about reaching the right people. It's not about speaking louder; it's about speaking directly to those who are most likely to listen and respond.
Each of us has a unique set of interests, needs, and problems we seek to solve. Your product or service is the answer to someone's need. Your ad's job is to bridge that gap, to show your potential customers that you have exactly what they're looking for.
That's why knowing your audience - truly understanding their desires, fears, and motivations - is essential. It informs not just who you target with your ads but also how you craft your message. The more intimately you understand your audience, the more effectively you can speak to them, connect with them, and ultimately convert them into loyal customers.
So, my DIY Marketing Mavericks, as you venture into the realm of advertising, remember these three keys: Be visible, tell compelling stories, and know your audience. Let's dive deeper into the power of storytelling by looking at a pop culture phenomenon that took the advertising world by storm...
Let's turn our attention to – the Old Spice "The Man Your Man Could Smell Like" campaign. Remember the captivating "Hello, ladies" that began those quirky, humorous commercials? Let's take a moment to appreciate the strategic genius behind this multi-channel campaign.
The commercials were hilarious, featuring a shirtless man transitioning between absurd scenarios while maintaining a direct conversation with the audience. The humor was over-the-top and self-aware, a combination that played exceptionally well with the internet culture of the time.
But the campaign wasn't just funny. It told a story, shifting the brand's image from something your grandpa might use to something young, fresh, and very, very cool. It played with the idea of masculinity in a light-hearted, engaging way, and the audience loved it.
Isn't it fascinating how a campaign can transcend traditional advertising norms to resonate with the audience on such a grand scale? Old Spice took a seemingly ordinary product - a body wash - and turned it into a cultural conversation, a humor-filled narrative that spread across multiple channels and media.
The engagement didn't stop at the TV screen. Old Spice took advantage of the ad's viral success and carried it over to their social media channels. They created interactive videos, responded to comments, and even had the character from the commercial record personalized videos for fans. Imagine that. It was an excellent example of online and offline integration. It was also a perfect example of taking what was working and repurposing or amplifying it.
And that, my friends, is a prime example of a multi-channel approach. Old Spice didn't just create a commercial; they created an entire experience. They brought their audience along for the ride and made them feel a part of the story.
That's the kind of engagement we're aiming for in our advertising. It's not just about making a sale; it's about building a relationship. And the relationship between Old Spice and its audience was one of humor, interaction, and mutual enjoyment
So, as you're crafting your own ad campaigns, ask yourself this: How can I engage my audience? How can I create an experience, not just an advertisement? And most importantly, how can I make my audience feel like they're a part of my brand's story?
Remember, the goal here isn't just to sell a product or a service. It's about building a connection, sparking a conversation, and forging a relationship with your audience. And Old Spice did just that.
Now, I want you to think about your own brand. How can you create an ad campaign that is just as engaging, just as memorable? What story can you tell? Who is your audience, and how can you speak directly to them?
As you ponder these questions, remember that you don't need to be a massive brand with a big budget to make a big impact. Keep that in mind. With a bit of creativity, strategic thinking, and a deep understanding of your audience, you, too, can create an ad campaign that not only reaches your audience but also resonates with them.
And that, my friends, is the true power of strategic advertising. So go on out there and create ads that do more than sell - create ads that tell a story, engage your audience, and build relationships. I can't wait to see what you come up with!
Now that we've dissected a successful ad campaign let's talk about how you can implement these strategies in your own business. It doesn't matter whether you're just starting out or you've been running your business for a while - these are strategies that work for businesses of all sizes. So. ready to unlock the secrets of DIY advertising? Here we go:
First, let's talk about storytelling. Storytelling is an art, but it's also a science. It's about crafting a narrative that resonates with your audience on an emotional level.
Start by identifying your brand's story. What inspired you to start your business? What challenges have you overcome? What achievements are you most proud of? Your story doesn't have to be overly dramatic or complex. Even the simplest stories can be powerful when they're told well.
Next, think about how you can incorporate your story into your advertising. This could be through video content, blog posts, social media posts, or even your website's about page. The key is to be authentic and genuine. Remember, people connect with people, not corporations — which, by the way, is our key advantage as small business owners.
Secondly, let's discuss audience engagement. It's not enough to just tell your story; you have to get your audience involved. This could be through asking questions, encouraging comments, or hosting live Q&A sessions.
Remember the Old Spice campaign we just discussed? They didn't just broadcast their message; they invited their audience to participate. They created a conversation, and in doing so, they created a community.
Thirdly, let's talk about using different channels. Don't limit yourself to just one platform. Your audience might be active on several platforms, and by being present on all of them, you increase your chances of reaching them.
For example, you might use Instagram to share behind-the-scenes photos, LinkedIn to share industry news and insights, and Facebook to host live Q&A sessions. By diversifying your channels, you also diversify your content, which keeps your audience engaged.
But remember - it's not about being everywhere; it's about being where your audience is. So, focus your efforts on the platforms where your audience is most active, and you'll see the best results.
Lastly, always be testing and learning. The world of advertising is constantly evolving, and what works today might not work tomorrow. So, stay curious, keep trying new things, and most importantly, learn from your mistakes.
Remember, success in advertising doesn't happen overnight. It takes time, effort, and some trial and error. But with persistence and strategic thinking, you can create ad campaigns that not only reach your audience but also resonate with them on a deep, emotional level.
So, my DIY marketing mavericks, are you ready to take your advertising to the next level? I believe in you. Now go out there and tell your story, engage your audience, and make some ad magic!
All right, let's shift gears for just one moment. I'm thrilled to share some exciting news. There's a free workshop that I'm hosting on Tuesday, June 27, at noon Eastern. The workshop is called "Create Killer Content." If you're among the first 50 to sign up, you'll get a free eBook version of my book with the same name. It's available for sale on Amazon.
The workshop is a chance to dive deeper into creating compelling content that resonates with your audience. Content that performs well organically and justifies being repurposed into ads — should you take that route. You can join the workshop by visiting the link in my show notes or reaching out to me on Instagram @idealclientweb. I hope to see you there.
Now, I hope you've enjoyed our deep dive into the world of advertising today. It's a vast, dynamic landscape that offers immense potential to businesses of all sizes, including yours and mine. The key is to approach it strategically, to know your audience, to tell compelling stories, and to consistently offer value.
I'll leave you with this thought: Advertising isn't about selling; it's about creating an authentic connection with your audience. It's about engaging in meaningful dialogue with your audience, understanding their needs, and offering solutions that enrich their lives. And as small business owners, we are uniquely positioned to do just that!
So, that's all for today. Be sure to subscribe and stay tuned for our next episode of Unlocking the Buyer's Mind, and in the meantime, follow me on Instagram, where you can check out some immensely valuable resources available through the link in my bio.
Remember, we're on this journey together, and I'm always here to help. Thanks for tuning in to Unlocking the Buyer's Mind. I'm Marcia Hylton—until next time, peace, love, and profit.