Myths form for a lot of reasons, and many of us hang on to them even after logic and evidence prove them false. An estimated 65% of Americans believe human beings only use 10% of their brain. Hollywood has helped fuel this falsehood with sci-fi stories of scientists unlocking the 90% we can’t normally access. When we awaken that sleeping gray matter we suddenly transform; IQs skyrocket and physical abilities become superhuman. The reality is our neuron-dense brains evolved to use the least amount of energy while carrying the most information possible. That requires the entire brain. No doctor ever told a trauma patient they were lucky the injury is in a part of the brain they don’t use.
Another long-held myth is that lightning never strikes twice in the same place. New York City’s Empire State Building is struck by lightning an average of 100 times…every year.
Advertising has its own share of myths. One of the most common is that it’s unaffordable. In most cases, you can’t afford not to.
Advertising is too expensive
It can be more expensive not to advertise. By not advertising you are ceding awareness of your brand to the competition that does. You are letting them have the business. It doesn’t matter how great your product or service is if few people know about it. Agencies like ours are in business partly due to the fact that we find ways to make things cost effective. Some say all they need is “word of mouth.” If you really want to grow your business, you need to make use of the biggest mouth you can.
Advertising is the same as PR
Advertising and Public Relations are both in the marketing family, but they are distant cousins. They share some skillsets but work in significantly different ways. Advertising means the space or place for your story is guaranteed; you’ve paid for it. It means you have complete control of the message. Public Relations proposes or pitches your story with no guarantee the media will pick it up or use it all. You aren’t paying for the coverage, but you do incur the cost of a PR firm or putting releases together and making contacts on your own. The idea that advertising and PR are the same is a myth, but they can both work magic.
Consumers want a conversation with my brand
This is a myth. Social media is an effective, important tool but consumers don’t want or need a conversation. They want important information, they enjoy some trivia and entertainment and they like having a place to vent. Your brand needs to be there to promote awareness, establish your bona fides with younger demos and protect your reputation.
I can do anything an ad agency can do
If you have a background in art, writing, design, marketing, PR, social media, statistics, research, demographics, psychographics, and media buying then this might not be a myth.