{"id":8649,"date":"2011-12-12T09:11:17","date_gmt":"2011-12-12T09:11:17","guid":{"rendered":"https:\/\/iheartblank.net\/old\/?p=18"},"modified":"2017-08-12T03:57:31","modified_gmt":"2017-08-12T03:57:31","slug":"the-message-is-not-the-medium","status":"publish","type":"post","link":"https:\/\/iheartblank.net\/old\/the-message-is-not-the-medium\/","title":{"rendered":"The Message Is Not The Medium"},"content":{"rendered":"<p>I&#8217;ve seen my share of people think that the medium\u00a0<strong><em>is<\/em><\/strong>\u00a0the message. \u00a0It&#8217;s a common mistake that I believe happens too much. \u00a0Business owners think that if they have a <strong>website<\/strong> then people will come. \u00a0Or if they put an <strong>ad<\/strong> on the <strong>radio<\/strong> then by Saturday people will be <strong>knocking down their door<\/strong>. \u00a0I beg to differ. \u00a0What&#8217;s on your <strong>website<\/strong> that will <strong>compel people<\/strong> to use your services? \u00a0What is the <strong>compelling content<\/strong> of your <a href=\"\/services\/advertisements\/\"><strong>radio ad<\/strong><\/a> that shows people why they should be knocking your doors down?<\/p>\n<p>I recently had a friend call me to ask me if the <strong>radio station<\/strong> I worked at actually worked? \u00a0I told her that it does, but she has to\u00a0recognize\u00a0that we&#8217;re a medium and not a message. \u00a0She was a little confused so I asked her what her marketing campaign was that she wanted to put on the radio. \u00a0She didn&#8217;t have one. \u00a0I told her that if she put an ad on the radio that just talked about what she does and (technically) that the business exists, it may or may not bring people to her door. \u00a0But if she offered a <strong>e-book<\/strong> on her website with the pitfalls or loop of her line of business, then her chances would be a little bit better. \u00a0That would be her <strong>marketing campaign<\/strong>. \u00a0Then the <strong>radio message<\/strong> would talk about a <strong>free e-book<\/strong> on their website (which is trackable,) then state that if anyone see&#8217;s these pitfalls, then they would be welcome to call the business. \u00a0This will help people to remember her business and also establishes her as <strong>&#8216;The Source&#8217;<\/strong> or professional in her line of work.<\/p>\n<p>It takes work. \u00a0I told her that I&#8217;m responsible for putting together a <strong>compelling radio ad<\/strong>, but the <strong>work<\/strong> of <strong>writing the e-book<\/strong> and getting it on the site is her responsibility. \u00a0That&#8217;s always the hard part. \u00a0Most people see the importance, but when it comes to getting it done, people just seem to run out of time. \u00a0It&#8217;s not\u00a0necessarily\u00a0anyone&#8217;s particular fault but I wish more people would recognize the importance.<\/p>\n<p><strong>Think about your marketing plan and always look to take it one step forward.<\/strong><\/p>\n<p>As per usual, I went off on a rant and forgot to talk about the real reason I started typing this post. \u00a0Same theme, but different medium. \u00a0I came across an article from\u00a0<strong><a href=\"http:\/\/www.marketingprofs.com\/\" target=\"_blank\" rel=\"noopener\">Marketing Prof&#8217;s<\/a><\/strong>\u00a0called <strong>&#8220;<a href=\"http:\/\/www.marketingprofs.com\/articles\/2011\/6668\/eight-common-mistakes-of-promotional-marketing\" target=\"_blank\" rel=\"noopener\">The Eight Common Mistakes of Promotional Marketing<\/a>.&#8221;<\/strong> \u00a0Below is the short list, but I&#8217;d recommend you go to the site and check out the reasoning for it.<\/p>\n<ol>\n<li><strong>Ineffective Distribution<\/strong><\/li>\n<li><strong>Not Allowing Enough Lead Time<\/strong><\/li>\n<li><strong>Ignoring What People May Want to Receive<\/strong><\/li>\n<li><strong>Not Having Clear Goals for the Product or Promotion<\/strong><\/li>\n<li><strong>Focusing Only on Price<\/strong><\/li>\n<li><strong>Giving to the Wrong People<\/strong><\/li>\n<li><strong>Ineffective Information<\/strong><\/li>\n<li><strong>Not Dealing With a Reputable Company<\/strong><\/li>\n<\/ol>\n<p><strong>Read more:\u00a0<a href=\"http:\/\/www.marketingprofs.com\/articles\/2011\/6668\/eight-common-mistakes-of-promotional-marketing\" target=\"_blank\" rel=\"noopener\">http:\/\/www.marketingprofs.com\/articles\/2011\/6668\/eight-common-mistakes-of-promotional-marketing<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>I&#8217;ve seen my share of people think that the medium\u00a0is\u00a0the message. \u00a0It&#8217;s a common mistake that I believe happens too much. \u00a0Business owners think that if they have a website then people will come. \u00a0Or if they put an ad on the radio then by Saturday people will be knocking down their door. \u00a0I beg to differ. \u00a0What&#8217;s on your website that will compel people to use your services? \u00a0What is the compelling content of your radio ad that shows people why they should be knocking your doors down? I recently had a friend call me to ask me  [&#8230;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[8],"tags":[62],"class_list":["post-8649","post","type-post","status-publish","format-standard","hentry","category-business","tag-advertising"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>The Message Is Not The Medium - I Heart Blank, LLC<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Message Is Not The Medium - I Heart Blank, LLC\" \/>\n<meta property=\"og:description\" content=\"I&#8217;ve seen my share of people think that the medium\u00a0is\u00a0the message. \u00a0It&#8217;s a common mistake that I believe happens too much. \u00a0Business owners think that if they have a website then people will come. \u00a0Or if they put an ad on the radio then by Saturday people will be knocking down their door. \u00a0I beg to differ. \u00a0What&#8217;s on your website that will compel people to use your services? \u00a0What is the compelling content of your radio ad that shows people why they should be knocking your doors down? 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