Marketing money Vs Marketing creativity

Ever wondered why I don’t write about how or where to spend your marketing money ?



Well, today I spill the beans.



There are a lot of ways you can spend money on marketing. Advertising and promotion is available via thousands of providers. It’s so easy.




You pay them your money.



They say they’ll get your message in front of X number of prospective clients or customers.



Hopefully, a percentage of these will contact you.



And a percentage of that percentage, could spend money with you.




So far so good, right?



It would be, if your competitors didn’t have the exact same options.



But they do.



Buying attention is overrated



Obviously, your competitors advertise to the same marketplace as you… otherwise they wouldn’t be your competitors.



So your ads are always competing against their ads.



Whoever spends most money, gets the most attention. This is equally true when you advertise on different platforms, as digital advertising reaches the same target groups regardless of where they are.



This makes buying attention with ads extremely precocious! Your ad reach will always depend on the marketing money your competitors choose to spend. It’s out of your control. It’s also impossible to plan the future growth of your business with confidence.



Why?



A well-funded competitor can, quickly and easily, wipe your visibility out before you even know what’s happening.



Thankfully there’s an effective alternative.



Marketing creativity over marketing money



I choose to focus 100% on a very different marketing model. It’s a model that is impossible for your competitors to copy, as they can’t see what you’re doing, unlike paid ads / promotion.




They’ll know that you get talked about a lot more often.



They’ll also sense there’s a real buzz around your products or services .



They’ll notice their existing clients or customers switching to you.




BUT they won’t know why.



That’s because the marketing model I use is entirely based around creativity, not money.



It’s about attracting attention, not buying attention.



It’s about giving your prospective clients something to talk about.



And it’s exceptionally effective. In fact, The Wall Street Journal came to me for an example of how I achieve massive marketing success for my small business clients, using creative marketing strategies, and NOT A PENNY spent on advertising or promotion.



In short, I don’t write about how to buy attention because it’s a risky, expensive, unpredictable and exceptionally limited way to grow your business.



So now you know.
Marketing money Vs Marketing creativity was written by Jim Connolly and originally published on Jim's Marketing Blog