Wednesday, May 30, 2018

The bait should suit the fish, not the fisherman

I have a colleague who spent twenty years in the marketing department of a global telecommunications company. 

Part of his job wad dealing with marketing agencies on a daily basis. And in many cases, he would watch his budget and business objectives take a back seat to that agency’s enthusiasm to make their mark creatively. 

It’s no wonder he went on to start his own firm and land clients who rehire him year after year. He knew the number one rule of business. 

Bait the hook to suit the fish, not the fisherman. 

It’s the mistake most creatives make. Myself included. And it can manifest in a number of ways. 

We’re so obsessed with getting reactions, we forget to get results. 

We’re so determined to create mystery and suspense; we frustrate our audience.

We’re so busy performing and pointing the camera at ourselves, we forget to be useful. 

We’re so focused on showing off and seeking applause, we forget to achieve our objective. 

We’re so concerned about being slick and clever and funny and unique, we fail to be believable. 

And my personal favorite:

We’re so keen on getting credit for coming up with the right idea, we fail to get the idea right. 

Think of as an audit for your marketing efforts. Always make sure your bait suits the fish, not the fisherman. 

No matter how badly you want to make a name for yourself. 

Because nobody wants to watch a snoozy tale about the legacy of your hemorrhoid cream. 

Are you willing to kill the cleverness that makes you shine instead of the product?

* * * *

Scott Ginsberg
That Guy with the Nametag
Author. Speaker. Strategist. Inventor. Filmmaker. Publisher. Songwriter.

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