If Led Zeppelin were to reunite again, there wouldn’t be an opening act.
Who would be worthy?
After all, when you open for Led Zeppelin they are giving you their credibility.
You’re on their stage at their concert. Therefore, you are perceived to be (nearly) as good as they are. You are worthy.
That’s what happens when you advertise in the same place, or at the same time, or in the same manner, as all of your competitors… you give them your hard-earned credibility.
Open up the yellow pages, assuming you still have an old-school phone book. Look under “plumber”. Now, there are probably dozens and dozens of plumbers listed there. Some of them are experienced and highly skilled and full of integrity. Some of them aren’t. But the least experienced and lowest quality plumber is right there next to the most experienced and high quality plumber.
Since they are sharing your stage, the perception is that they are somehow equal to you.
That’s why actors pick and choose their roles based on who else is slated to star in the movie.
That’s why bands carefully select their opening acts and tour partners.
When you advertise where your competitors aren’t, you own the stage.
You own the impact.
You own the credibility.
A Rock Star secret to better advertising: Watch the pack mentality in your industry, and run quickly in the opposite direction.
PS – If you haven’t yet bought your paperback or digital copy of Brand Like A Rock Star, you can order it now for immediate delivery. You’ll explore the core marketing strategies of rock’s legends, and learn to apply them to your business.
PPS - This post is a spin off from an earlier post about the follow-the-leader mentality of real estate advertising. You can read that post here.
Now, the incomparable Led Zeppelin.