Every business knows they need to market themselves to grow.
Some do it well, most not so much.
As I was putting my son down to bed the other night I started to day dream.
Randomly, “why don’t businesses market themselves if they know they need to” popped in my head.
My mind started racing thinking about the hundreds of interactions I’ve had with brands, CEOs, sales calls, etc.
There’s obviously a bunch of reasons why.
But a big one is ideas.
Specifically, not having enough to say over a period of time.
So what happens?
You start and then lose steam because you keep trying to come up with something “New” and “Better” than before.
This is a losing proposition.
If you distill your marketing down to first principles, what you’re really doing is finding multiple ways to say the same thing.
This goes for ads, emails, organic social, and so on.
One roadblock all too many fall into is running out of steam when it comes to “fresh ideas”.
Me being the type of guy that wants to squeeze the absolute most out of anything I do…
So I coined the term “Recycling Winners”.
Naturally means that if I have a halfway decent marketing idea that struck a chord with the market, I want to slice and dice that idea ten ways on Sunday to get the most I can out of it.
At the end of the day, operating this way takes way less creativity and energy, and keeps me from trying to “outdo” myself when it comes to coming up with ideas.
Take ads for example…
What do you do when you have a winning ad?
How do you take that concept of the winning and say express it a different way?
One way is to literally say the same thing differently:
“Expert reveals how to scale Facebook ads” can become…
“3 ways to scale Facebook ads”
or
“How to scale Facebook ads without needing any new creatives”
Same concept, different angle.
Another way to do it is with time.
Ie. remake that concert into shorter or longer versions of the same thing.
a 15-second version, 30-second version, 45-second version… etc.
You can talk to different age groups
Different genders
Or film it in a different setting.
This works for email marketing too.
And organic social even.
Just a different modality.
Once you look at it that way you’ll notice there are a million ways to slice it.
Catch you later,
PR
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