Just discovered these punk marketing guys earlier in the week. Dove into Richard Laermer's substantial marketing/PR blog and poked around the website, where I came across their "Punk Marketing Manifesto" - Their subject is brands. As radio advertising sales professionals, we are brands to our clients. They, in turn, are brands to their customers. With this in mind, here are a few pearls from the Manifesto:
#1: "AVOID RISK AND DIE: In times of change the greatest risk is to take none at all." The greatest rewards go to the risk-takers who refuse to be intimidated by adversity and press on with their eyes on the objective. When confronted by enemy artillery firing at his advancing troops, Patton's typical response was not to retreat or take cover, but to advance rapidly toward the enemy. Experience had taught him that the enemy most often underestimated the distance to be closed, leading them to overshoot their mark. Patton's aggressiveness saved many American lives. He covered more ground, liberated more cities, killed or captured more of the enemy, and turned in fewer casualties than his peers. The greatest accomplishments in any field - including sales and business - usually involve calculated risk-taking.
Related to risk, #3: "TAKE A STRONG STAND: Trying to be all things to everyone...inevitably results in meaning little of interest to just about everybody." How often do advertisers ask us to throw everything but the kitchen sink into their advertising messages, diluting them to the point of ineffectiveness? "The commercial sounds great. But could you put my phone number in at the end? And my store hours? And that we have a combined 37 years of experience? And..." You have to say No. For the client's sake and that of the campaign. Remember Roy Williams' nine-word dictum: The Risk of Insult is the Price of Clarity.
Related to taking a stand, #7: "MAKE ENEMIES: All brands need to position themselves against an alternative." Roy's dictum again. Uncover and focus on your strengths; let the rest go. Your presentations and results will be the better for it.
I've ordered Laermer's books and am looking forward to delving into them. Stay tuned.
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