The Big Bang won't work

For the past 20 years, I have told business owners that using the BIG BANG method of advertising is a waste. Yet many still insist on doing it.

The BIG BANG method is have an event, like a Grand Opening, or a Radio Remote Broadcast and then you'll be set with enough business that you can stop spending money on advertising.

Or perhaps you HAVE TO stop spending money on advertising, because you blew it all on an event and are now broke.

Seth Godin wrote about this recently, but it's not an original thought as I mentioned. Maybe you'll listen to him:

First, ten

This, in two words, is the secret of the new marketing.

Find ten people. Ten people who trust you/respect you/need you/listen to you...

Those ten people need what you have to sell, or want it. And if they love it, you win. If they love it, they'll each find you ten more people (or a hundred or a thousand or, perhaps, just three). Repeat.

If they don't love it, you need a new product. Start over.

Your idea spreads. Your business grows. Not as fast as you want, but faster than you could ever imagine.

This approach changes the posture and timing of everything you do.

You can no longer market to the anonymous masses. They're not anonymous and they're not masses. You can only market to people who are willing participants. Like this group of ten.

The timing means that the idea of a 'launch' and press releases and the big unveiling is nuts. Instead, plan on the gradual build that turns into a tidal wave. Organize for it and spend money appropriately. The fact is, the curve of money spent (big hump, then it tails off) is precisely backwards to what you actually need.

Three years from now, this advice will be so common as to be boring. Today, it's almost certainly the opposite of what you're doing.

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