I Want a New Drug

In 1984, Huey Lewis and the News sang about the need for a new drug.

I want a new drug
One that won't make me sick
One that won't make me crash my car
or make me feel three feet thick

I want a new drug
One that won't hurt my head
One that won't make my mouth too dry
Or make my eyes too red

One that won't make me nervous
wondering what to do
One that makes me feel like I feel when I'm with you
When I'm alone with you!

Of course, it was a love song but the longer I sell advertising the more I've come to believe this is the theme song of all those who buy advertising.

I want a new drug
One that won't spill
One that doesn't cost too much
Or come in a pill

Advertising is like a drug to many business owners and high-level decision makers.  They believe if they can just find the right combination of ingredients they will enter into a state of euphoria.  Floating blissfully, they will grow their business without pain as a long line of new customers seeks them out and throws money at them like rose petals at a wedding.  These new customers will be easy to identify by demo, will always remember exactly how they first learned about the business and will memorize the advertising as if it were The Pledge of Allegiance. 

I want a new drug
One that won't go away
One that won't keep me up all night
One that won't make me sleep all day

In the mind of many business owners, the right advertising is out there to be discovered and they make it their mission to keep searching.  Dismissing those who have sold them plans that "didn't work" they are Ponce de Leon - seeking a mystical fountain.

I want a new drug
One that does what it should
One that won't make me feel too bad
One that won't make me feel too good.

Too bad, really, because advertising isn't particularly difficult to understand and creating an effective advertising strategy is simple.  But, it's not easy.  (A chin up is simple.  Hang from a bar and pull up until your chin is even with the bar and then lower yourself to the original position.  Try one and find out that "simple" and "easy" are not synonyms.)

The simple part of advertising is knowing that one must have a plan for reaching consumers before they have a want or need and then again when they are in the market to buy.  This requires an understanding of which media to use and when to use it.  That's not hard, either.  

A business decision maker's best bet is to engage the help of an advertising sales professional who can explain where their media fits into the strategy and which other media to employ to complement their own.

Your media does fit into an overall strategy, doesn't it?  You're not out there telling decision makers that all they need is you, are you?  If so, you're not really selling advertising expertise so much as you're peddling a new drug.



 







 

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