High-Speed-Low-Drag marketing
Wes Anderson is the king of beautifully composited films. I studied Roger Deakins every frame in film school. I appreciate the art of cinematography more than most people. The truth, however, is that marketing is a utility. If marketing does not serve it’s purpose it is not good. It doesn’t matter if droves of fans sit on a couch and discuss the art of your ad, if it does not increase sales… then it sucks.
When it comes to marketing, many people believe that creativity is key. They focus on producing highly artistic and visually stunning content that captures the attention of their audience. However, in reality, what matters most is producing highly effective content quickly.
Why is that? Well, for one, speed is of the essence in marketing. Trends and consumer preferences can change rapidly, and businesses need to be able to respond just as quickly. By focusing too much on producing highly creative content, companies risk driving their ROI into the ground by hiring expensive crews, and actors. It is easy to spend well over $100,000 on an ad that can only stand to bring you in a fraction of that in revenue.
Simply put, effective content is what ultimately drives conversions and sales. It's great to produce visually stunning content that catches the eye, but if that content doesn't effectively convey your message and persuade your audience to take action, it's essentially useless.
Effective content, on the other hand, is content that is optimized for engagement and conversion. It's content that is designed to reach your target audience where they are and speak to their needs and pain points. It’s content that is efficient, especially cost wise. That is why I set aside my $10k cinema camera and instead use my iPhone 14 for a lot of shoots. This can be achieved through a variety of means, including compelling copy, strong visuals, and targeted messaging, but most importantly quick and easy shoots.
Another reason why effective content is more important than artistic content is that it's often more sustainable in the long run. While highly creative content might generate buzz in the short term, it can be difficult to maintain that level of creativity over time. Effective content, however, can be optimized and refined over time to ensure that it continues to perform well and drive results.
Of course, this isn't to say that creativity isn't important in marketing. It can be a powerful tool for grabbing attention and creating a memorable brand image. However, it's important to remember that creativity should always be in service of effectiveness. If you're creating highly creative content that doesn't effectively convey your message or drive conversions, you're wasting your time and resources.
In conclusion, while artistic and creative content can certainly have its place in marketing, it's ultimately more important to focus on producing highly effective content quickly. This means optimizing your content for engagement and conversion, reaching your target audience where they are, and constantly refining and improving your approach over time. By doing so, you'll be able to stay ahead of the curve, connect with your audience, and drive the results you need to succeed.