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Old 05-10-2010, 12:19 PM   #1
AdultB2B
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GFY Educational Series: The Distinction Between The Medium And The Advertisement

The Distinction Between The Medium And The Advertisement

When it comes to advertising it's really important you realize right up front the significant difference between the medium and your advertisement. You see, there are two main parts to any advertisement:

1) The Medium (e.g. TV, Radio, Postcard, Magazine, etc.)
2) WHAT YOU ACTUALLY SAY in the medium.

This is an important distinction because many business owners become jaded toward some forms of advertising because it hasn't worked for them in the past - and they almost ALWAYS blame the medium without any regard for how good or bad their ad was! People often say things like, "We tried radio and it doesn't work for this kind of business." Or, "We sent 15,000 pieces of direct mail and only got back 6 orders...it doesn't work!" Well, maybe that's true. But just because it didn't work, doesn't mean it won't work. Maybe you just haven't communicated your message effectively. Or maybe you bought space on the wrong day. Or you had a lousy headline that turned people off. Or, maybe the medium Was wrong.

There are dozens of things that can be wrong with an ad that would cause it to not work. The important thing is to not jump to the wrong conclusion. Mark Twain said, "We should be careful not to be like the cat that sits down on a hot stove. She will never sit down on a hot stove -again- and that is well; but she will also never sit down on a cold one either." Now this is higher learning stuff, so it bears repeating and a short explanation: "The cat who sat on the hot stove," will draw a global generalization about every stove being hot all the time. But in advertising this kind of global conclusion could keep you from attaining Fantastic results in the marketplace...and all because of fear brought on by an inaccurate conclusion, or poor results that you got while conducting a test without the proper skills.

Advertising is one of the few things in life that people think they can do well, even with little or no training...but it's not like that with other things. What if someone sat You in front of a heart surgery patient and said "Okay, go ahead and do the bypass surgery and see what happens?" Then let's say you tried to do the surgery, best as you could based on the book "Heart Surgery For Dummies," and then the patient died. What would you conclude? That heart bypass surgery is an invalid science? That the procedure is absolutely impossible to successfully complete? People who need heart surgery will just have to find some other way to fix their problem, because this bypass surgery stuff just doesn't work.

Sounds ridiculous doesn't it? But this far-out example proves a very important point. Of course you wouldn't draw that conclusion about heart surgery based on your own personal inability to perform the procedure. And you'd probably be quick to point out that heart surgery really ought to be left to someone who's been trained from something a little more advanced than "Heart Surgery For Dummies." So here's what Mark Twain's quote about the cat who sat on the hot stove means in terms of advertising: There are a lot of variables in advertising, any one of which could mess up your results if not done properly.

Remember there are two major parts to every advertisement - the medium it's placed in, and what the advertisement actually says: Don't pre-judge a medium and say it won't work before you know how to make it work...even if it's failed miserably in the past. Just because it hasn't worked - doesn't mean it can't work.

This article and the ones to follow in the GFY Educational Series were previously published as part of a marketing system that Adult B2B Marketing has full copyright approval to republish. For more information contact Adult B2B Marketing.
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Old 05-10-2010, 12:30 PM   #2
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Good read. Thanks buddy clams.
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Old 05-12-2010, 10:47 AM   #3
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Good information that is often overlooked in the shuffle! Thanks Bruce!
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Old 05-12-2010, 12:27 PM   #4
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Quote:
Originally Posted by AdultB2B View Post
The Distinction Between The Medium And The Advertisement

When it comes to advertising it's really important you realize right up front the significant difference between the medium and your advertisement. You see, there are two main parts to any advertisement:

1) The Medium (e.g. TV, Radio, Postcard, Magazine, etc.)
2) WHAT YOU ACTUALLY SAY in the medium.

This is an important distinction because many business owners become jaded toward some forms of advertising because it hasn't worked for them in the past - and they almost ALWAYS blame the medium without any regard for how good or bad their ad was! People often say things like, "We tried radio and it doesn't work for this kind of business." Or, "We sent 15,000 pieces of direct mail and only got back 6 orders...it doesn't work!" Well, maybe that's true. But just because it didn't work, doesn't mean it won't work. Maybe you just haven't communicated your message effectively. Or maybe you bought space on the wrong day. Or you had a lousy headline that turned people off. Or, maybe the medium Was wrong.

There are dozens of things that can be wrong with an ad that would cause it to not work. The important thing is to not jump to the wrong conclusion. Mark Twain said, "We should be careful not to be like the cat that sits down on a hot stove. She will never sit down on a hot stove -again- and that is well; but she will also never sit down on a cold one either." Now this is higher learning stuff, so it bears repeating and a short explanation: "The cat who sat on the hot stove," will draw a global generalization about every stove being hot all the time. But in advertising this kind of global conclusion could keep you from attaining Fantastic results in the marketplace...and all because of fear brought on by an inaccurate conclusion, or poor results that you got while conducting a test without the proper skills.

Advertising is one of the few things in life that people think they can do well, even with little or no training...but it's not like that with other things. What if someone sat You in front of a heart surgery patient and said "Okay, go ahead and do the bypass surgery and see what happens?" Then let's say you tried to do the surgery, best as you could based on the book "Heart Surgery For Dummies," and then the patient died. What would you conclude? That heart bypass surgery is an invalid science? That the procedure is absolutely impossible to successfully complete? People who need heart surgery will just have to find some other way to fix their problem, because this bypass surgery stuff just doesn't work.
Sounds ridiculous doesn't it? But this far-out example proves a very important point. Of course you wouldn't draw that conclusion about heart surgery based on your own personal inability to perform the procedure. And you'd probably be quick to point out that heart surgery really ought to be left to someone who's been trained from something a little more advanced than "Heart Surgery For Dummies." So here's what Mark Twain's quote about the cat who sat on the hot stove means in terms of advertising: There are a lot of variables in advertising, any one of which could mess up your results if not done properly.

Remember there are two major parts to every advertisement - the medium it's placed in, and what the advertisement actually says: Don't pre-judge a medium and say it won't work before you know how to make it work...even if it's failed miserably in the past. Just because it hasn't worked - doesn't mean it can't work.

This article and the ones to follow in the GFY Educational Series were previously published as part of a marketing system that Adult B2B Marketing has full copyright approval to republish. For more information contact Adult B2B Marketing.
you have to send this posting to robbie and kane
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Old 05-12-2010, 01:11 PM   #5
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Good read
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Old 05-12-2010, 06:03 PM   #6
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Speaking of surgeries, I just don't understand how a heart can be taken out and put into another body. Unbelievable.
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Old 05-13-2010, 10:05 AM   #7
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Good information, just goes to show....the importance of hiring a good advertising consultant, if your traffic source goes stagnant.

Fresh blood, the corner stone to any good marketing strategy as well :-)
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Old 08-12-2010, 07:29 AM   #8
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Good information, just goes to show....the importance of hiring a good advertising consultant, if your traffic source goes stagnant.

Fresh blood, the corner stone to any good marketing strategy as well :-)
How do you find a GOOD consultant instead of most who just want your money and are not really interested in YOUR needs?

So far my annual budget is over $2000 with mixed results from known and new sources. Mainly bad with the new sources but my known sources are drying up.
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Old 08-23-2010, 06:19 PM   #9
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Great post. It makes it worse when the program owner has an ego that won't let them consider the fact that they may be wrong about something. Glad to see this was written down! Well done.
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Old 07-20-2011, 04:41 AM   #10
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excellent article. very well written and very informative. thank you very much and keep posting such nice articles.
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Old 09-10-2011, 03:43 PM   #11
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Very interesting article .
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Old 04-22-2012, 09:42 AM   #12
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Awesome one .. Nice sharing
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Old 05-28-2012, 03:20 AM   #13
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good info..thank you
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Old 06-09-2012, 03:48 PM   #14
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Good read. Thanks buddy clams.
gfelife is the best
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Old 03-29-2013, 08:15 PM   #15
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Great read, thanks for share
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Old 11-27-2014, 03:42 PM   #16
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thank you so much
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Old 12-10-2014, 04:25 PM   #17
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Thanks for all this info
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Old 12-12-2014, 01:32 AM   #18
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Great tips.
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Old 12-12-2014, 01:32 AM   #19
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Excellent information. Thanks for sharing.
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Old 12-12-2014, 01:32 AM   #20
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Wow, this is fucking fantastic
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Old 12-12-2014, 01:32 AM   #21
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Killer article.
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Old 12-12-2014, 02:54 AM   #22
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good info as always ....thanks!
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Old 12-12-2014, 02:54 AM   #23
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Nice to know all these things
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Old 12-17-2014, 05:42 PM   #24
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Thanks for sharing ��
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Old 01-05-2016, 12:10 PM   #25
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Thanks for sharing this my friend.
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Old 12-28-2016, 03:22 PM   #26
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lol :-P
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Old 01-05-2017, 12:29 PM   #27
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Thanks for this one
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