Did you watch the Super Bowl?!
I wrote this email to you before having a chance to see the halftime show - but, I mean…I had actual tears…I recorded a podcast episode with ONE Question about Rhianna’s performance and what it has to do with your business results coming your way in a few weeks.
Rhianna and her show stopping performance aside, am I the only one who secretly cares more about the commercials than the game itself?
Or is that just the ex-actress in me and my marketing-advertising-sales-loving brain?
You could pick up an unofficial Master’s in sales psychology and what drives human motivation from studying ads.
I’m also fascinated by what you CAN’T see in a 30-second spot that can teach you everything you need to know about big business results: results aren’t accidental, require planning and intention, and take time.
Because companies dropping $7 MILLION into a single ad campaign aren’t hoping they can hap-hazardly cobble together some words, hire a star, and see an ROI that makes that spend worth it.
Those same companies also aren’t deciding in a frenetic panic that they aren’t making enough money and need to make some sales and decide a week before the big game to create a new product, offer, and throw out an ad hoping for a touchdown.
I shot over a dozen commercials during my acting days, and by the time you saw the final version on TV, there had already been months and months of strategic prep, pre-production, production, and post production.
I also spent three years working as an agent in the advertising world here in NYC, and I can tell you, every campaign was thoughtfully written, often tested, and innumerable hours were poured in before anyone ever made it to set, yet alone to editing, and then your flatscreen.
All that thought to tap into a creative edge and different take, all that time, money, energy, and talent to bring you 30 seconds - to capture your attention and influence you to take action.
Why am I telling you this?
Obviously it doesn’t make sense as a small business to bring this approach to your marketing strategy - I’d argue that’s one of the benefits of being a small business.
But, if we know the most successful and profitable companies in the world are taking their marketing this seriously - and they have the data that comes from millions and millions of dollars of output to back this up - I think it’s a pretty solid bet that your messaging and marketing are an important part of your business strategy, too.
This also tells us that these companies aren’t relying on their past and current success to stay relevant and continue to make sales and money.
They continue to invest big into their messaging and marketing because they know that’s how they stay at the top of their game and top of mind for their audience that has more and more options vying for their attention every day.
And, it shows us, big results take intentional time. Even the result of a finished, quick, 30-second ad has intentional time behind it, and that’s before there’s a monetary return.
The difference between these companies and entrepreneurs who are struggling to book clients and sell out programs is those big brands KNOW this - they have the data to back it up. So, they plan with this knowledge.
There’s no emotion causing them to second-guess and decide to pull out their spot when they’re on set shooting and realize they’re going overtime and over budget with multiple takes.
They’re not deciding their offer sucks and people don’t want it because the process is taking time.
They’re not saying F- a Super Bowl ad when they’ve already shot the spot only to then switch things up to radio instead thinking that’s a better platform, untapped, less expensive, and safer.
Of course not because they know marketing works when you’re intentional, strategic, decide, play full out, and stay committed to the end.
And, friend, you and I have it so much easier.
You don’t need the eyes of the world, and the sales to cover a $7 million dollar investment. Most of you only need to capture the attention of a handful of humans to dramatically change your business and bottom line.
You don’t need a spendy ad, you need to trust marketing is essential to the success of your business, pretty much every strategy works when you’re intentional and work it, and to commit to playing full out until it works for you.
So, with the Super Bowl fresh in your mind, I invite you to borrow a free lesson and give your business the same chance you see big brands give themselves by investing energy into your marketing and giving it enough time to pay you back.
I’d also love to know what your fav ad was this year - and if you loved Rhianna’s performance as much as I did!
Wishing you your version of success!
P.S. Ready to invest into your messaging, marketing, and sales process and treat your business the same way the top brands treat theirs - with a whole more ease?
Want support from someone who not only geeks out on what drives influence and compels people to pay attention, feel, and take action - whether that’s Rhianna grounded in her power stealing the show or what makes an ad covert - but also knows how to help you get into the mind of your dream client to help you tap into the words that sell?
And, want the kind of support that knows how to help you stay neutral, manage your mind, and keep emotion out of your business - while also giving you space to process your thoughts and feelings - so you can unapologetically show up in your role as CEO for your own show stopping business results?
Book a free coaching consultation here to talk about how I can help you make your own rules for growing and scaling to sustainable six and seven figure years.