The Chickening Out Period
Most advertisers have begun at least one great AD campaign, then “Chickened-Out.”
The “chickening-out” period usually falls between the second media invoice and the third media invoice. Between week 8 and week 14.
The advertiser uncovered the right message, but didn’t realize advertising has a delayed effect. It takes months, even years for the full effect of a good campaign to show results. It’s like trying to push a car from a standing start. Lots of effort and strain go in at the beginning - you don’t think it will move, then it moves ever so slightly. Then a little more, and soon you are trotting behind with one hand, while the car rolls along.
Little green seedlings are popping up through the soil and the advertiser says, “Yeah, I’m seeing SOME results, but not nearly enough to justify all the time and money and labor and effort we’ve put into it. I’m looking for a new farm.”
NO, WAIT! It’s about to start happening! Be patient - it’s about to be payday!
We have a ritual at Wizard of Ads. We tell new clients, “We promise you unconditionally that if we start doing the right thing, the one thing you will want more than anything 90 days from now is to fire us! We promise that you will believe it is the biggest mistake you have ever made in your life. Let’s cross that bridge now.”
This is BEFORE we take their money.
Let’s cross that bridge now because if you don’t have the courage of your convictions, if you’re not totally committed to stay with this, then let’s not go down this path. Half of the people who say they’re ready, aren’t. It’s painful… it’s hard.
THAT’S WHY MOST ADVERTISING IS DONE BADLY.
That’s not what you really want to hear is it? But it’s the TRUTH.