None of us has enough to work with. Not enough time. Not enough money. Not enough people.
(If you actually do have enough of the above, what the heck are you doing reading this newsletter for? Go gloat somewhere else!)
Faced with insufficient resources, the common solution is to spread things thinner. We tell ourselves (or, if we’re being honest, are told) we need to be on YouTube. We need to be on Twitter. We need to post 3 times a week to Instagram. We need a new blog post once a month. We need an employee spotlight twice a month. We need to review Glassdoor responses once a week. We need a new campaign for this office or that team and it needs content, video, banners, testimonials, and seven other things. And while you’re doing all that, we need yet another job posting, a few new ads, and a seasonal revision to the career site.
It’s enough to give you hot flashes, isn’t it?
Faced with the daunting prospect of having so many things we could do (oh wait, do you need to be on Tik Tok now? Add it to the list), we spin plates. Do just enough work to get the project going and out the door and check in on it every so often. We optimize and process-itize so that we can check the box that we’re doing a thing, but we all know that we aren’t actually doing it well.
And in those dark nights of the soul, we ask ourselves why we even bother… before spinning the plates again.
Allow me to offer an alternative. Do less. Much much less.
But I have no idea what their Instagram account is doing. Or their Facebook. They are being so good on Twitter, people are blogging about it on EVERY OTHER CHANNEL.
If you wanted your commercial to stand out, would you make seven different kinds (a la Geico) and put them on every channel? Or would you make one so good that people would talk about it the next day? And the next year? And the next decade? (See: Apple’s 1984 commercial.)
Saying something innocuous and saying it everywhere is no match for saying something interesting, even when you only do it in one place.