This weekend, I made my first ever loaf of bread. It was delicious, crusty, easy and leads me to a marketing point.
As background, I had first seen the recipe for this no-knead bread in 2006. Here is the original video that Mark Bittman did in his New York Times column in November, 2006.
There have been many updates and versions on various RSS feeds over the years; each time I planned on trying it, but never did. The latest recipe was from November 2008. I came across it recently on LifeHacker. It seemed the easiest yet and I finally made a loaf.So for all of you who do an ad that runs once, or make one new business phone call and give up, let me emphasize how important repetition is. A good idea will have more impact than an idea that is lackluster or boring, but still you have to keep it going. With the more than 5,000 exposures each of us has every day to some form of advertising message, you can’t hope that your one shot will do the selling job.
It is really tricky to have the perfect confluence of a prospect needing your service and seeing your marketing message at that exact moment. That’s why you need to build a distinctive campaign and to become a brand that will be remembered when the purchasing decision is to be made.It literally took years from the time I first saw the no-knead recipe to the time I tried it. But it was a good idea, lodged somewhere in my memory, and when I was ready to act, I “bought” the product.
So don’t be discouraged if they don’t bang down your doors immediately the first time you launch your campaign. If it’s a good idea, it will work, later or sooner.And let me know how your bread turns out.