New Does Not Always Mean Better

Nearly seventy years ago, we saw the first truly televised general election (don’t worry, this has nothing to do with politics we’ve ALL had enough of that over the last few weeks I’m sure!). 

The Prime Minister, Sir Anthony Eden, was the first to fully exploit this new medium, and the main parties followed suit.

His series of confident appearances throughout the 1955 election campaign was watched by a third of the population. 

By contrast, the Labour Party's television appearances appeared shambolic and unexciting. 

This new medium had given the Prime Minister and his party a huge ‘competitive advantage’ because he knew how to use it and how to engage with his audience.  As such, the Conservative Party was re-elected with a much-increased majority.

BUT….

Ironically, the unstoppable rise of Television played a huge part in the end of Eden’s political career. 

Why?

As with any emerging technology or new way of marketing, ideas developed and soon the more ‘static’ approach was replaced by a new line of questioning by expert interviewers such as Robin Day. 

This meant that Sir Antony no longer had control or the freedom of the airways to say what he wanted unchallenged.  

Just two years later, Eden resigned and claimed he was convinced that Television had contributed to his downfall. 

As Entrepreneurs, we’re drawn to shiny new things which is exciting and liberating. But this more often than not distracts us, throws us off track, and drains our time and money.

We’re constantly bombarded by noise on what platforms to use, what tools to invest in, how much advertising we should be spending on Facebook, videos we need to be pumping out, what assets we need to be creating and how…

It’s wonderful we have immediate access to exploit so many opportunities, but with this comes my warning of:

• Make sure you are keeping on track to YOUR plan (this goes back to the importance of playing your own game, not everyone else’s).

• Get those dashboards set up so your business can Alert YOU as to what marketing activity is working well, and what isn’t.

• Keep everything relevant to your audience from how you speak to them and the language you use, through to engaging on those platforms where they mostly hang out.

• You don’t need to be a Jack of All Trades…it’s likely there are a few mediums that work really well for you, so carry on focusing on those. I see too many business owners trying the scattergun approach and shouting every message across every platform or channel but having little impact.

• Constantly review and learn lessons from all your activity.

There Will Always Be New, But New Does Not Always Mean Better...

BW,

Martin

Martin Norbury

Investor | Business Mentor at Advocate | Author of I don’t work Fridays