Stop Taking Marketing Advice from the Wrong People

If you haven't seen Manning and Paisley playing themselves in Nationwide's latest The Jingle Sessions campaign, check it out now. Go ahead, I'll wait.

Peyton Manning (future first-ballot NFL Hall of Famer) and Brad Paisley (a guitarist's guitarist with 12 million albums sold who sells out arenas around the world) have a comic presence that translates well to television and make their performance entertaining.

Peyton Manning "coaching up" Brad Paisley to write the next Nationwide jingle is funny in a "nails-on-a-chalkboard way." A retired NFL quarterback telling an accomplished musician how to write an advertising jingle is absurd by design.

If Brad Paisley needed to understand the best way to beat the Cover 2 defense on 3rd and long, Peyton Manning would be very helpful. But writing an advertising jingle? Probably not. Paisley's frustration is entertaining because at some point in our life, we've all been there.

Yes, I understand that The Jingle Sessions campaign is advertising fantasy. But there are so many who hire a professional (like Paisley) and second guess the professional's expertise at every turn. That person may even be…you.

If you hire a marketing professional

So if you're going to hire someone to write a jingle, patch a tire, or market your business, consider this:

  1. Educate yourself. Work toward understanding the basics of marketing. How can you make an informed decision without some knowledge of how marketing works? Do more than read a couple of blog posts (read ALL of ours.)
  2. Establish your goals. Don't know what you want out of your marketing? During your marketing education, gain an understanding of what's possible…and how much it might cost to reach those goals…
  3. Establish a budget. An inadequate budget won't yield much. An adequate budget based on what needs to be done can make a huge difference in your business.
  4. Commit to the long haul. It's not something you can just "set and forget." Every marketing effort requires the right work done over time. Done right, your efforts will gain momentum and become more focused and successful over time.

We at Keystone are ready, willing, and able to help your business grow. If you'd like to have a deeper conversation about what your business needs you can email me directly or complete this form. Let's get started!