- Wed, January 28 2009
- Filed under: Marketing essentials
Yesterday, dear reader Robin asked me if I had examples of my recommendation, which was: You can’t control the media - or anyone’s brain. If you’re smart, you’ll insert your message where people are already focused. This is especially important if you have a small marketing budget. You need to concentrate your resources where folks are likely paying attention—or where they can take action.
One example is, I used to work as a consultant to Aging with Dignity, which promotes living wills. During the case of Terri Schiavo, that organization attached its call to action (get a living will from us and fill it out) as a solution to the national debate on how we choose to live and die. They got unprecedented attention because they showed how they were relevant to a story that already had everyone’s attention.
Dramatic examples of the impact of the crappy economy are good for getting media right now; solutions to surviving it get the attention of consumers.
Since Network for Good shifted nearly all our training to surviving this economic climate, we’ve TRIPLED enrollment in our trainings.
Lesson: keep it relevant!