Competition is rising for advertisers. But it’s not just rising Cost-per-Click bids, it’s rising for the attention span of consumers everywhere. The average 30-second ad spot for the Super Bowl has been over $5M for the past 4 years. $5M to reach over 100M consumers.
For advertisers who wish that more people knew about their product or their service, the options are out there. And obviously not all options have a $5M barrier to entry. It just so happens that the cost of awareness is more than just the cost.
The stakes involved in advertising at scale for Small and Medium-sized Businesses is equivalent to that of a title fight. You must be willing to put everything on the line.
As I’ve found, it’s not that options to gain awareness are in short supply. It’s not that marketers don’t understand how to get consumers to take action. There’s just a lack of brands willing to take a title shot.
Most companies aren’t willing to train relentlessly, risk losing on national TV and accept the reality that training for the next fight starts the very next day. Most companies are legitimately afraid that they’ll come home bruised and bloodied. Or worse – that the fight might their career.
It’s okay if you’re not ready for a title shot today. Many winners work their way up strategically before putting it all on the line. But if you want to win championships or truly be the best in your industry, being interested isn’t good enough. You must be committed.
If not, step aside because someone else is already willing to take that title shot.