When it works, keep doing it
from Death to the Corporate Video Hosted by Umault
Don't get bored or try to be too creative if your current formula is driving results. Key Points: Umault received a comment pointing out their frequent use of movie trailer parody videos, suggesting they had become formulaic Initially, Guy wondered if they were overusing that concept, but realized the flaw in that thinking The goal of marketing is to deliver your message effectively to the audience—if you've cracked that code, why change it? Guy draws a parallel to working at a radio station playing the same 50 songs on repeat - seems repetitive internally but not to the audience Even if some audience overlap, most people don't critique using the same shtick twice if it's impactful The bigger risk is deviating from what works and missing with an untested new gimmick Jerry Seinfeld: "The rule in Hollywood is when you have a hit, don't touch it because no one knows why it's a hit" Breakthroughs in marketing are so rare - changing things up on a whim is irresponsible You have to milk a proven winner until interest naturally declines before moving on Quotes: "Who cares if insiders perceive a pattern when your audience doesn't?" "When it works, keep doing it. Do not move on from it." Episode Links: Teamwork.com "The Client" movie trailer parody video Umault's past Halloween video promos
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What this episode covers
Guy Bauer, founder and creative director of Umault, a B2B video ad agency, shares an important piece of advice: when you find a marketing approach that works, stick with it until it stops working.
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