You know that classic Saturday Night Live “Cowbell” sketch? The one where Christopher Walken plays a music producer and tells big-bellied Will Ferrell that his band’s song needs more cowbell. If this skit isn’t ringing any (cow)bells, you can check out the vido at the end of this post.
The all to often misconception is that the more marketing materials you blast at everyone, the more likely you are to engage them. The answer isn’t more material, but more cowbell.
Focus on the main “P”s – NOT product, price, place, and promotion, but people, promise, and purpose. That is your cowbell.
Less materials with more impactful messaging will go leaps and bounds further for you thanbeating your all time record number of promotional items sent in a month. Your messaging should focus on what experiences you want your audience to have and share. Don’t be afraid to humanize your marketing.
By incorporating empathy-infused experiences into your messaging, your audience will be more apt to listen to future messages.
Make them laugh, get them excited, evoke empathy, make them say, “Wow! I want to know more!”. Give your audience an experience, not just an empty message. So the next time you send out a marketing piece, wether it be a postcard, newsletter campaign, or flyer, focus less on blasting everyone’s inbox for days and more on the incredible power of the cowbell – your message.
And as promised, here is the humorous skit. Enjoy!
Thanks for spending some time with me today!
Katy Geary
Owner + Creative Director
Geary Graphic Design
