Darren Hardy’s insightful weekly update recently shared a profound quote by the legendary David Ogilvy, the “father of advertising,” that resonates deeply with my philosophy: “Keep promoting. You aren’t advertising to a standing army. You’re advertising to a moving parade.”
This simple statement captures the essence of effective marketing. It reminds us that our target audience isn’t a stagnant entity passively waiting to be bombarded with our messages. They are a dynamic force, constantly evolving and moving through different stages of awareness and desire.
Ogilvy’s wisdom dovetails perfectly with the concept of the “minimum viable audience” we explored a few months back. It emphasizes that we don’t need to be shouting at everyone all the time. Instead, we need to understand the cyclical nature of buying behavior and the ever-shifting needs of our audience.
Imagine your target audience as a large circle of people continuously walking counter-clockwise around you. At any given moment, you’re only talking to a specific segment of this circle. Those within this segment are actively seeking solutions to their current problems and are open to receiving your message.
However, as the circle continues to move, the people you’re currently engaging with will eventually move on, replaced by others with different needs and interests. This highlights the crucial role of continuous promotion.
We, as humans, are inherently self-centered, driven by our immediate needs and desires. If your message doesn’t resonate with a particular individual’s current wants, they will naturally tune you out until their needs align with your offerings. This is why the continuous cycle of promotion is essential.
By consistently putting your message out there, you ensure that you’re present when your audience’s needs and your solutions intersect. You become a beacon of awareness, reminding them that you exist and can help when the time is right.
Therefore, heed the wisdom of Ogilvy: “Keep promoting.” Don’t let your message fade into obscurity. Continue to engage your audience, build relationships, and be there when they need you most. Your unwavering presence will guide them towards your solutions, ultimately leading to mutual success.
Remember, your audience needs you. Be their steady presence, their guiding light, and watch your business thrive in the ever-moving parade of human needs and desires.