“Direct marketing works well when it’s focused on a single performance objective; it fails dramatically when you ask it to do too much.”
— Robert C. Hacker, author of “Direct Marketing Doesn’t Have to Make Sense,
It Just Has To Make Money”
If you’ve been in business for any length of time, you may have experienced this phenomenon.
You think you’re in charge but come to find that each-one of your top-level employees think it’s their job to give an opinion on how the marketing should be run.
You know, you attempt to get everybody on board with one good idea, one focused good idea, and eventually find out that everyone wants to put their 2-cents in. No need to consult with the boss.
This is a sure formula for disaster in any kind of marketing and especially direct marketing.
Rule by consensus. Never works.
The formula for a “single big idea” is what Mark Ford, Founder of “Early to Rise” and AWAI calls: “The Power of One.”
One big idea that your marketing piece will be centered around.
Sticking to this one “big idea” keeps you focused and keeps your reader interested in what you have to say.
How to put the “Power of One” to work for you!
How do you make the power of one work for you?
Well, it isn’t easy. But it is simple.
It’s simple because there is no need to come up with a ton of ideas.
More like a lot of supporting “facts” centered around your one big idea.
Just ONE big idea.
And then, loads and loads of supporting information that makes the idea palpable. Makes the idea the central focus of your marketing piece.
It’s a great way to keep from confusing your target audience.
Too many cooks spoil the broth.
Because, confusion is the death knell of your marketing plan.
You’ll lose customers faster than cash in Las Vegas.
Why is it difficult to stick to the one big idea principle?
For the simple reason that most people find it hard to focus on one thing for more than a few minutes at a time.
Maybe it’s our short attention span society. Or the possibility that many get confused easily when presented with too many choices.
I imagine it’s different for everybody.
But the fact of the matter is: It’s been shown in test after direct marketing test that keeping to one big idea is more profitable than pilling on several ideas and mixing it up.
Maybe too much cognitive dissonance? Who really knows.
This deserves more exploration.
Until next time.