Oversubscribed by Daniel Priestley

Author:Daniel Priestley [Priestley, Daniel]
Language: eng
Format: epub
ISBN: 9780857088260
Publisher: Wiley
Published: 2020-03-02T00:00:00+00:00

Breaking it down, how many clients do you want per weekly campaign? (I only assume 46 weeks of the year will be productive.)

How many clients do you want per quarterly campaign?

Isn't it interesting that when you break it down it feels more empowering to most people to know that their business will be oversubscribed if they can keep up with those targets rather than the endless game of chasing “one more client.”

CREATE A CAMPAIGN THEME

Every campaign needs to have a theme. It's common for businesses to talk about the seasonal events like Christmas, Valentine's Day and Easter. It's also common to see businesses run campaigns based on price promotions, new product launches or special events. Although these can be very effective themes, they often don't set you apart if lots of other businesses are all running with similar messages.

What's impossible to compete with is when your campaigns talk about something bigger than your product or service.

Chipotle is a Mexican fast‐food restaurant, but if they talk about Mexican fast food they become commoditised, dull and add to a noisy marketplace. Instead of talking about burritos and salsa, Chipotle talk about “cultivating a better world.”

The food chain has created iconic commercials that address the shortcomings of factory farming and the damage caused by breaking away from traditional food production methods. The ads show farmers upset by the way animals are treated and saddened by the chemicals and wastage they are causing. These farmers then decide to go back to their traditional ways and the world is better for it.

The ads barely mention Chipotle and they don't talk about Mexican food at all. These ads have had tens of millions of views on YouTube and are shared millions of times on social media; this would never have happened if they had talked about their products.

Oversubscribed businesses more often talk about something bigger than what they do. They talk about the lifestyle of their customers, they talk about philosophy, they talk about a big problem they want to solve or they talk about the transformation they want to see in the world.

You must look for the bigger game your business is playing for and beat the drum for it in your campaigns. It's far more compelling for you and for your customers to get involved in a big game than simply focussing on the basic products and services you sell.

In a famously effective Nike campaign, Michael Jordan talks about all his failures. He talks about all the times he failed and how it cost his team the game. He explains that failure is a big part of success. There's no mention of the shoes or the clothes, in fact the Nike brand doesn't appear at all in that commercial (only the Air Jordan logo).

Steve Jobs reinvented Apple with the “Think Different” campaign. He championed “misfits and rebels” and reminded us that it's the people who are “crazy enough” who change the world. It was an idea that was much bigger than hard drives, processor speeds and RAM.

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