Rock stars don’t set up their lighting and sound gear. They have experts who do that. They don’t sell their own merchandise in the lobby of the venue.
Rock stars hire experts to sell merch, play instruments, help write songs, produce classic albums, and handle things that they can’t handle themselves.
Rock stars understand the value of focus. They need to focus on the one thing that makes them great, and nothing else. Experts handle the distractions so that they can focus.
It seems simple enough. Focus your energy, like a magnifying glass. Do one thing extremely well. Don’t spread your message out in a thousand different directions.
I heard a 60 second radio commercial for a car dealer today. They talked about financing and low 0.9% interest rates, then discussed their vast selection of over 400 cars. They followed that with a suggestion that I buy now, before the July 1 sales tax increase in the city. Then they mentioned that they now have a new tire and rim warranty worth $400 that is free with every purchase. They used the remaining time (yes, there was remaining time!) to remind me that with their high residual value, a Honda is the perfect car to lease and explained the favorable lease rates.
Talk about a thousand different directions! Financing rates for purchase, huge selection, an impending tax increase, free tire and rim warranty, high residual value, good lease rates. Six different directions in one commercial!
When your brand’s message says six different things, it says nothing at all. When your brand’s message says more than one thing, it says nothing at all.
What one thing do you want to say in your brand’s marketing message? Eliminate everything else. If it is financing rates, then focus on how buying a Honda from this dealer can make my life better in these tough financial times. If it is selection, then focus on how frustrating it is to drive from car lot to car lot finding the right car and how this dealer will make my life easier. If it is the impending tax increase, then focus on how looking at a new Honda today could save me a chunk of money.
Focus. Let the roadies, techies, and crew handle the distractions.