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My father is a V.P. with Morgan Stanley and for the last 30 years has helped his clients grow rich slowly. If you give him money and ask to see a quick return, he won’t take your business. As a matter of fact, if you will need to touch the money within the next five years, he probably couldn’t offer you much help.
I am not quite as patient and neither are my clients. But I do believe wholeheartedly that that the desire for instant gratification is the nemesis of growth, be it in weight loss, relationships, or advertising. In advertising, true, sustainable growth comes from three components: Measurement, Creativity, and Time.
Measurement is the science of advertising; it includes making decisions for your ad campaign based on a studied analysis of the market. Shrewd placement of media based on reach, frequency and audience composition is of the utmost importance. All Goals are quantifiable and measured on a regular basis.
Creativity is the art of advertising. Successful radio advertisers are visionaries. They can see their success beyond the growing pains of starting a campaign. It involves creating a salient message to stand out in an ocean of dead clichés.
Time is the final element. This is where discipline and realistic expectations mean the difference between success and failure. Can you be patient beyond the first few months? Most people quit during this time, without ever realizing how close they have come to success. Without watering your campaign with time, there will be no true growth.
Measurement + Creativity + Time = Success |
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