You've spent weeks creating a campaign that reflects your brand's underlying greatness. No one on the team recalls ever seeing anything quite like it. It's smart, irresistible, and even controversial. The pre-launch excitement is palpable.
Then it hits. Almost instantly, you hear from a huge number of people -- far more than expected. The folks in charge are thrilled.
But out of the blue, the dark clouds suddenly roll in. The boss does a 180-degree turn and is now absolutely bummed. A festival of finger-pointing begins. Why?
Someone saw the ad and wrote a letter of complaint.
Let's stop and think about that one. If we've doubled our response rate and heard from thousands of additional prospects, is it worth it to field one, three, or even ten complaints?
In this business, we've yet to find an original concept that didn't bug someone. But so what? As a business owner, I'll gladly accept 100% higher revenue in exchange for some objections from people who'll never get what we're trying to do.
Very often, businesses refer to themselves as "leaders" in their own propaganda, but when it comes to putting themselves out there as genuine leaders often do, they turn into wimps.
Awesome marketers are a diverse lot, but they do share a willingness to dare to be great.