Can you take the pressure?

There is a quote that is often associated with the Navy Seals: “Under pressure, you don’t rise to the occasion, you sink to the level of your training. That’s why we train so hard.”

The pressure will always be there. The challenge therefore, is whether you have trained for it.

How did you train?

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Who are you arguing with?

“I learned long ago, never to wrestle with a pig. You get dirty, and besides, the pig likes it.” -George Bernard Shaw 

What’s the point in convincing?

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Are you the armchair expert?

Stop saying “if you managed this brand, you would have done this and that” or “if you managed this brand, you wouldn’t have done this and that” as if you are the expert.

Of course I realize you have the right to your opinion and that you may be even recognized as an expert. Just be conscious of the fact that there is a high chance, your opinion when implemented probably won’t work for the brand.

Come on, you are dishing out your opinion based on a 400 word article. 

How accurate can you be?

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How do you gain an edge?

One of the many ways is to get a consultant you can work with. It doesn’t have to be Roar Point. We aren’t right for everyone. The right branding partner can be your competitive advantage.

How do you choose?

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Which medium is it?

Always try to afford in enough weightage the medium that delivers the most in reach and frequency for your campaign. Make that the primary one to drive your campaign. Then see what else you can add to make it integrated. 

Are you looking elsewhere?

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Do you think you know it all?

Every tip and technique works for some and not for others. If there is one size that fits all in advertising then we would all be successful. Some plans that work for a particular brand may do diddly squat for others. Stick to the fundamentals, sure. But be open minded. It may bring you new success.

What new things did you learn?

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Did you pace yourself?

Brand building especially when viewed from an advertising lens is a long term commitment. If your company is new to advertising and you aren’t the boss, make your boss understand that she has to commit to advertising every year and not go full on one year and skip the next.

Many small medium enterprise brands are so gung-ho one year spending full on and is totally silent the next. Such behavior isn’t sustainable. It’s better to have a 3 to 5 year plan. Take a long term view and build slowly. 

Did you sprint too early?

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Is budget perhaps the issue?

Sometimes you may have got everything right but the ad campaign does not seem to be working. Have a look at your budget. If you did not advertise intensely enough meaning you compromised on the basic reach and frequency, took too long a hiatus between campaigns and did barely enough, you didn’t do enough.

Budget is a big factor behind the success of advertising campaigns.

People who tell you otherwise are lying.

What did they tell you?

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What are you comfortable with?

Never get too comfortable with your plans that have worked year in year out. Everything your brand is exposed to, from consumers to media to competitors changes all the time. Your plans, needless to say should be sensitive to these changes.

Crisis awaits those who are comfortable.

What gives you anxiety?

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Did you abandon the basics?

Never abandon the basics. For example, which media gives you the most reach and frequency? Don’t throw stuff like these away and get caught up with the new fancy stuff. But neither should you ignore the new fancy stuff when the data shows you otherwise.

How do you decide?

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Is your advertising working?

Some brands do not advertise intensely enough to see the difference advertising makes. They conclude that advertising doesn’t work. Advertising is like lifting weights in this sense; you need to lift heavy enough, intensely enough to stimulate muscle growth.

Is your workout working?

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How do you get results?

If you do the simple and important things consistently, you will get results. I don’t know how it works but it does.

What results do you want?

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How big is your company?

“It's not the size of the dog in the fight, it's the size of the fight in the dog.” - Mark Twain

How courageous is your company?

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What do you practice?

“Don’t only practice your art, but force your way into its secrets, for it and knowledge can raise men to the divine.” ― Ludwig van Beethoven

 

Do you know its secrets?

What do you want to learn?

If you don’t know something, you hire someone who knows. This can be a coach. There are many coaches for different fields.

If you are the right type of student i.e., works hard, commits, has a good learning attitude and puts in effort; a good coach who knows her stuff can bring you very far. One of the best ways to learn is to learn it from people who have been there and brought many others there.

Learn from others with experience willing to teach you and put in your own effort.

I think it works the same way if you have the right kind of consultant as well.

How do you get there?

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Do you really know your problem?

Doesn’t really matter - it can be your personal problem or your brand’s problem. It works the same way. Most people know what their problems are, but they choose not to do anything to it. They bury it under rubble of talk and messiness. They likely play to their strength so their weakness doesn’t show. 

It works for awhile. Like most things. You show your stronger side, but you are still weak. If you worked on your weak spots, you will be stronger overall. Of course, doing that takes time and effort and people don’t like to do those. You know, stuff that needs time and effort. So they remain weak. Even though they muster all their strength to show you their stronger side? Their weakness hangs over their head.

Know your weakness. Know how to fix your weakness. Fix your weakness.

Do you know what to do?

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Are you a slave?

Don’t be a subservient to dogmas. Follow those who encourage you to step out of the line and try new things. That way you will find new paths for your own challenges.

What theories do you subscribe to?

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Is it too late?

No, it’s never too late to fight against resistance.

Haven’t started on the New Year resolution from nine months ago? Start now. Haven’t put into action the promise you made three months ago? Start now.

Motivation starts when you start. You don’t start because you are motivated. You fight against resistance and when resistance loses, motivation wins.

Who will win?

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Will you get the same result?

Sometimes you are so used to the way you do things that even the way you react to bad news and crisis is the same. It is as if, if you shout at more people, curse more at the situation and bang on more tables you would get better results or results you want.

In fact, you are so attached to it that you refuse to change.

Even if I am here to tell you, relax. Change the way you react to ‘bad’ situations. There is no need to raise your voice or throw out the chair. If you respond calmly, you will get better result. 

At the very least, you prevent excess cortisol from wrecking your body.

Do you act the same every time?

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What did you tell the doctor?

“I won’t show you this because I don’t want to cloud your opinion.”

“I won’t tell you everything so I can see what creative ideas you can come out with.”

You don’t say these to the doctor attending to your venereal disease because you want her to diagnose accurately and give you the best treatment possible.

So, why did you let the disease infect your brain so much that you withhold information from your agency when briefing them? 

It works the same way. 

Let the experts decide what to focus and what to throw out. You do your job by giving as much pertinent information as possible.

Why do we need to know?

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Does it matter?

I don’t care what you do, but I care if you want good results. Results you can be proud of; you have to make it matter.

You need to make it matter to your brain, you need to make it matter to your heart, you need to make it matter to your gut.

When you make it matter, we can feel your art, your heart and your soul.

The results will not matter anymore because we know you gave it your all.

What matters to you?

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