Be Real Do Better - The Small Business Marketing Show

Have you ever heard the old expression about trying to cram ten pounds of stuff into a five-pound bag? That's inventory overload. It's one of the most common - and ineffective - marketing strategies there is. It seems we're so intent on proving our value and worthiness that we cram our ads full of what we think are features and benefits. Why? I think it's because we're trying to overwhelm listeners, viewers and social scrollers with evidence of our awesomeness. But it's a bad strategy. It's ineffective because it literally turns our message into white noise or what you might call a "tune-out factor." And in a case like that, when our message doesn't resonate, showing it louder and more often isn't going to make it more effective. In this episode, we cover: - A recent example of a commercial I heard from a home improvement company, and all of the effective content I feel they missed by trying to stuff it all into one commercial. - An example of another common drawback of "inventory overload," which is rapid-fi