Glenn Beck did a great interview last week, but it wasn’t a typical Glenn Beck interview.
Wherever you stand with him politically, if you’re in business, or in advertising, and you can put aside the politics, there’s a lot to learn here. Beck is a hugely successful media developer, due in no small part to his ability to connect with his viewers and listeners meaningfully, and that connection translates to his sponsors and advertisers as well. In this interview with Richard Greenfield of BTIG Research, Glenn spends some time discussing the crucial changes you have to make in your marketing and advertising if you hope to connect with customers in a meaningful way.
It’s about 45 minutes long, but well worth the watch if you have the time. If not, I’ll hit some of the high spots below the video:
Some of the bits from this interview that hit home for me:
“We can’t be polished ad men. They don’t want it.” Consumers — particularly younger consumers — have more sensitive BS meters than ever before. We can tell immediately when we’re being sold to and/or lied to. Be who you are, as a business, and as a business owner. Authenticity in the digital and social age builds a much stronger relationship between you and your customer.
“If what you have to say is better than Billy Joel singing, say it. If not, shut up and play Billy Joel.” This was in reference to a radio program director’s advice to Beck back in his DJ days. Don’t speak just to speak. don’t run ads without a clear message. Have something meaningful to say to your audience. Something relatable about your audience. Strive to make everything you say better than Billy Joel singing.
“You have to be smart enough to know why the rule is there, then break it intelligently.” The reference here was to why sitcoms are filmed in the 3-camera style: because Desi Arnaz wanted to go home after filming I Love Lucy. Rather than stay late shooting the same scene three separate times, he mandated three cameras filming at once. But it applies to every “but that’s the way we’ve always done it” scenario. I hate “the way we’ve always done it.” It’s a cop-out to me. An excuse borne of fear. Break some rules. Sacred cows make delicious steaks.
“If you’re not experimenting now, you’re going to be left behind. The world is being redesigned. Redesign it.” If you’re a small business owner, you have two choices: Take control of your marketing and advertising, and use your unique voice to define your space in your market. Have fun exploring the leading edge of the curve. You be the resource. You be the voice in your chosen industry and in your market. The alternative is to keep doing it the way you’ve always done it, while your competitors and the rest of the market move forward without you. If you don’t set the bar, your competitors will. Don’t give them that kind of advantage.
At Slater’s Garage Ads & Audio, we help small businesses put a unique voice to their marketing through a combination of audio, video and social media. To find out how we can help you bring your marketing to life, contact us today.