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The One Hit Wonder Approach Is Bad For Business

Posted By Jamillah Warner On December 24, 2012 @ 2:00 pm In Small Business Operations | 2 Comments

We all have our favorite songs. Some of them are by artists that had long and inspiring careers.

As we enjoyed song after song, album after album, a relationship formed. We began to understand what to expect from that artist. And that awareness creates a fan who organically checks out every new album and live event in their area — with a nudge, of course.

There is something to be said for repeat impressions. Twelve songs in, I know what to expect from Anita Baker, the mellow side of Coltrane, and Sade.

But what about the one hit wonder? 

Regardless of your style of music, there’s probably a song that you love by an artist who only had one great moment. Well, one great moment is better than no great moment. But multiple moments is the best.

When it comes to marketing your goal is to create the best moment you can as often as possible. You want to be seen, heard and remembered. In a world where money grows on trees, then you can buy the biggest ad they make, the most airtime they have, a spot on the front page of all your favorite websites and run it forever.

But on the other side of never-never land there’s a budget.

You are a small and wise business with a marketing budget that has limits, and you don’t need the biggest ad to get the best impact. Think about it, when you encounter something new — a new piece of software, a new grocery store in your city, a new law firm or simply a new way of doing something — it takes a minute for it to stick.

You have to be exposed to it several times before you begin to remember on your own.

Each exposure is an impression. The more impressions, the more memorable the product, company or system becomes. Effectively marketing your business works the same way. The more marketing impressions, the more memorable your business.  It’s all about multiple impressions.

In other words, avoid the one big ad — the one hit wonder. And purchase smaller, targeted but repeat ads instead.

A large impression once a year is nothing more than a tease. Smaller, consistent impressions is the making of a relationship. Get in front of your target audience and get in front of them often.

One Hit Wonder [1] Photo via Shutterstock


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[1] One Hit Wonder: http://www.shutterstock.com/pic-68077651/stock-photo-singer-and-the-crowd-of-fans-raster-concert-poster.html