Jimmy Vee
We recently saw an interview with American Idol’s Simon Cowell that drove a major purpose home because it relates to the success and failure of automotive dealerships. This idea could be life changing for you, so bear with me for some time while I set the scene.
The interviewer was reminiscing of the times when USA Idol was jut measly idea, rather than an American icon. Simon made the purpose that no-one thought that a talent show where the general people decides who wins would be successful. “Maybe that’s specifically why it had been successful,” Simon explained.
Did you catch that! What an easy, however brilliant, concept that is. US Idol was so outrageously successful specifically because no one thought it had been possible. In alternative words, it absolutely was a risk for everyone involved.
The ability to take risks is the one among the key factors that sets apart rich dealers from poor dealers who constantly struggle to turn a profit year after year.
Risk is inherent in business. To even start in business is a risk. And actually obtaining out of bed each morning is risky. But the sort of risk Simon and the producers of USA Idol took is totally different than the type most of us sometimes endure.
When massive production companies, record execs, and broadcast networks get along to produce a show, they’re always risking money. And massive deal-they need lots of it. One show succeeding or failing does not really make a distinction within the grand theme of things for these huge companies.
However this totally different kind of risk seems to transcend money. It goes straight to the core of who we are as intelligent beings: our ego.
Simon and the gang had plenty of cash to risk. The real leap of religion, though, was the potential ridicule they faced. Their reputation was on the line. Their strength was in the flexibility to keep going and focus their eyes on the massive things that lie ahead…that was really all the encouragement they needed to face the naysayers and proceed with the event of the show.
Marketing a business or yourself is really no different. If you were to develop and refine a marketing campaign that was very successful and then ask all of your friends, family, neighbors, customers, etc. what they thought of your campaign, you’d find that no-one really liked the thing anyway.
It’s essentially the same approach the “gurus” and other self-proclaimed marketing experts shot down US Idol. They all said it would flop-that nobody would watch such a show. They felt the show was a huge waste of cash and inspired them to quit while they were ahead.
But if you only get one issue out of this article, I need you to perceive effective automotive marketing isn’t about what people like. In fact, effective marketing sometimes stings. It hurts. It makes you uncomfortable enough to move….and eventually take action!
To learn more about creating your own market of willing and able car buyers through effective automotive marketing and to get a free copy of the latest video training for dealers and managers, “The New Rules Of Automotive Marketing,” go to www.RichDealers.com
Visit www.autonetwork.com for the largest collection of new car introductions. See which automotive tv commercials won at the first Automotive Adertising Awards held at the New York Auto Show.