When it works, keep doing it

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