Nicholas Kristof is a funny dude. In his Op-Ed piece in The NY Times today he suggested the Second Amendment (Don’t run away, it’s not one of those type of posts), affirms our “right to bear a musket.” His reference to period and context got me thinking about advertising and spam. (Sad, I know.) Advertising used to be expensive. If you wanted to reach your custies and prospects you had to produce an ad, which cost money. Then you had to buy media, even more money. You also needed expert middle men to create the ad –either an agency or someone at the media company (“hack,” gesundheit) – also expensive.
But today? Today, everyone can make ads. For pennies. Google AdWords. Constant Contact (email). Sponsored Tweets. Facebook. And other internet-enabled options that have created a veritable Spamapalooza. Even before DIY advertising was common, ads weren’t that great. But now? Oye.
In this environment is an opportunity. An opportunity to break through the sea of flotsam adverting and spam — with messages that shine. The media is not the message, the message is the message. Find a voice, find your story (brand strategy), understand it and stick to it. Speak to your targets as if you are speaking to your targets – and take off that white shirt with the gravy stain on the stomach. As the kids might say “represent.” Peace.
