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Hello Fellow Marketer,
I shoot pool, and many players really only seem to care about the instant thrill and glory of making a tough ball. They’re so happy, for example, when they can fire in a heroic bank shot.
But winning at pool is about stringing together multiple-ball runs. Advanced players think more comprehensively. They masterfully control the cue ball so as to have easy next shots. And if they don’t have a high-percentage option, they execute a safety and leave their opponent blocked.
Flamboyant “shotmaking” can also be seen in ad creative, when copywriters can’t resist writing overly clever headlines, and when art directors can’t refrain from over-designing.
Meanwhile – in pool and in marketing creative – the end results of a quiet strategist clobber those of a fancy shotmaker. When the dust settles, observers might wonder, “What just happened, I didn’t even notice anything spectacular?”
Best,
-Todd
Feel free to say hello:
My email todd@toddlerneradvertising.com
My mobile 248-417-1939
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