If you find yourself feeling relieved when you hear some advertising advice, it's probably wrong.
What do I mean?
A few years back, a few marketers suggested that the "big idea" was dead.
Essentially, advertising campaigns must be built around a single, profound idea that captures the imagination, is easy to understand, and drives desire to purchase.
It's hard to do.
These other marketers said that, instead of a single "big idea," you should focus on smaller executions, in greater volume. Media is fragmented, so one "big idea" won't cut it.
At the time, I felt relief.
Because I didn't think I was capable of coming up with an idea big enough to sell a product. I didn't want to admit that advertising was as hard as those old guys said it was.
Of course, now I know that the "big idea" is as alive as ever. Almost every advertising success, whether it's 50 years old or five months, can be traced back to a single, simple core idea that makes you feel something.
Persuading people to buy things is hard. Full stop. Anyone who tells you that it's easy hasn't done it.
Think about the easy things and the hard things:
It's easy to buy a bunch of Likes on Facebook, but will that turn into revenue?
It's easy to buy a fullpage ad in a newspaper that tells people all the reasons you think they should buy your product. But will that make them excited?
It's easy to pay a celebrity to stand somewhere holding your product. But will it drive longterm sales?
Any method or media that promises to make things easier will probably save you time, and but it will cost you money in lost sales.
Sure, sometimes, every once in a while, there might be an easier way. It's true.
But most of the time, if you hear something and think, "Phew, that'll be easier," it's probably best to run away.
Find the harder path, even. It'll work out better in the end.