When I was in middle-school I used to break dance.
Not well. But I’d throw on a little Run D.M.C. and “pop and lock” my little heart out.
Fortunately, it was a short phase.
Not the case for some.
Take Honey G, for example. A white, middle-aged, suburban woman who’s still trying to get her career off the ground…
As a gansta rapper.
And while YouTube certainly has some hidden gems in terms of undiscovered singers with talent, there’s no shortage of “music videos” with songs that are… just… plain… awful.
Like… is this person serious or just goofing… kind of awful.
Ironically, many of these folks seem to feel they’re not taken seriously because their song is only on YouTube. As if… it were on the radio or Sirius or Pandora, everyone would be raving about it.
And, oh my goodness… if they could have their song available on Spotify or iTunes, not only would folks fall in love with it, it could even be nominated for a Billboard Award.
Their flaw in thinking is the same as the way some marketers think.
For the singers: If a song is bad, it’s going to be bad whether it’s played on YouTube, satellite, FM radio, iTunes, Soundcloud, you name it.
For the marketers: If a marketing message and offer is weak, it’s going to be just as weak whether it’s delivered on a webinar, VSL, long-form sales letter, or live from the stage.
It’s either good or bad. The distribution channel doesn’t change that.
A terrible song on a CD is just as bad when it’s played on the computer or radio.
A weak marketing message and offer is just as weak whether it’s delivered on a live webinar, evergreen webinar, video sales letter, or direct mail piece.
Trying to fix a poorly constructed marketing message and offer by changing the delivery channel or marketing model is the same as trying to fix a banged-up song by playing it somewhere else via something else.
It doesn’t address the root cause of the problem.
Instead, focus on developing a Big Marketing Idea, an emotionally-charged lead (first 350 – 800 words of your campaign), an airtight marketing argument, and a S.I.N. Offer (superior, irresistible, and no-brainer).
In other words, focus on the core… the foundation… of your marketing message. Nail that.
Cause when you have a marketing message and offer built correctly, it can be delivered via almost any channel or medium or model with profitable results.
Hence, why there are so many different marketing models being used with great success — email only, video sales letters, webinars, launches, etc.
Cause it’s not about the model. It’s about the message.
A good marketing message can be delivered lots of different ways.
A bad marketing message will always be ineffective… no matter how many different ways marketers try to deliver it.