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Bonjour Millionaire, 

I watched the Chicago Marathon on TV this morning. Was inspiring. From an athletic perspective, of course. But also as a marketer. 

Abbott paid big bucks for a spot on the broadcast talking about their run club. It's all tied into their core health-business but that's not my point. They plugged the run club as a way to get you in their fold. But the offer is why I'm talking about it. If you go the URL the spokesperson mentioned, you'll get to join the run club (whatever), but also the ability to enter to win a bib to run at 1 of the 7 World Marathon Majors. Abbott is the title sponsor of said Majors so they can give away those bibs like candy. 

That's an OFFER!!!!!!! BIBS TO RACES YOU CAN'T GET INTO. A hell of an offer. 

The point is you can pay all the money in the world for your time on air or on screen, but if you don't have an offer that gets people really motivated, you've wasted it. Any runner watching would hear that plug and go immediately to try to get a bib. Abbott didn't spend their time on air teaching me what Abbott is (I'm still not exactly sure). Abbott spent their time on air setting up their call to action and that's excellent. 

1 step at a time, and a nice reminder that OFFER MATTERS MOST! 

Was this email forwarded to you?

ON THIS EPISODE OF GO-TO-MILLIONS 

* steps up to soapbox * 

I have had many convos as of late that are similar to the 1 I'm about to describe. I've had to be harsh, and I don't like to be harsh. But, either I'm harsh or the finance team is harsh so allow me.

rhode is often stated as an example for ad creative. Brands want to look like rhode online. Brands want to advertise like rhode online.

rhode is subtle. Because it can be. Because Hailey Bieber is beloved and world-famous and powerful. Because the brand has become ESTABLISHED. Because the brand succeeds ORGANICALLY. 

When you're 1. repped by a Bieber 2. have done NUMBERS 3. can grow without relying on paid, YOU CAN get away with a lot.

You can be "cool". You can say ~ nothing ~ and just showing the products will work. 

But, here's where this becomes a discussion. If your brand is 1. New 2. Has yet to become a market-leader 3. Can't afford wiggle room on your CPA, YOU CANNOT ACT LIKE RHODE IN YOUR AD CREATIVE UNLESS YOU TRY IT AND IT IS WITHIN-TARGET OF YOUR GOALS.

The soapbox part is that sometimes you can't copy people who are out of your league. That is said with peace and love, but it is said without qualifiers.

Is it fun to tell a brand that, oh sorry we tried the rhode thing and it bombed out hard because nobody knows your brand? No. 

Is it fun to tell a creative director, oh sorry we tried the rhode example you sent and it was $40 over our CPA goal so please let us pivot back? No. 

Is it fun to look up to brands that can stand on their name and celebrity and ~vibe~? Yes!!!

The goal is that over time you begin to really take up market-share and you become KNOWN. Once you're known, you can say a lot less and get a lot more.

But, if you're new, unproven, unfamous, and lacking resources ($$$$), you can't do whatever you want unless the swing you want to take leads to incremental growth. You likely have to tell your story. BUT you can bring aura and luxury and beauty into said story (in my opinion, you should), but maybe saying nothing is not an option at the start. 

And, it's really important to accept that possibility. And, to accept it pretty quickly.

Okay, fine - I admit it. I was watching the marathon because I'm a Brett Chody superfan and it felt fun to watch while I tracked her. 

Maybe I should run instead of watching people run??? Ugh, but then I'd have to run. 

Yours,

Ari 

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