Why “Safe” Marketing Is Like Buying Lottery Tickets

What is safe marketing?

I’d define it this way: it’s cheap, because you’re investing little or no money, and it breaks no new ground: it can’t offend anyone because others have already covered the
same material, and no one’s complained about it.

It’s “safe” because it’s risk-free: you won’t lose money, you won’t look “weird,” you won’t cause a fuss.

Of course you won’t get noticed, either, but… you’re “safe.”

What about buying lottery tickets?– that’s risky, isn’t it? Not if you’re only buying $1 or $2 tickets, and you can afford to lose.

Or if you only jump in and buy a $2 Powerball ticket when the jackpot hits $100 billion.

It’s a safe bet as long as you’re only spending a few bucks.

Plus, you get to be in on the action, and there’s always a chance you’ll win big.

Infinitesimal, perhaps, but it could happen.

(Before going further: I don’t mean to be flippant about gambling: people do get addicted, people are buying more $20 (and higher) tickets, which promise a bigger payoff, and most lottery tickets are purchased by those who can least afford it.)

As a long-term money-making strategy, buying lottery tickets is a losing game.

So is “safe” marketing– because “safe” content goes unnoticed.

Behavioral researcher Richard Shotton writes that brands tend to overestimate people’s interest in their products.

As a result, they create content that takes being noticed for granted. They ignore the first-step problem of grabbing people’s attention. 

Shotton writes that you have to “prioritize being noticed above other goals. If you fail there, everything else is academic.”

He adds that the best way to be noticed is to be distinctive. Mimic other people’s content, and you’ll be ignored.

Shotton quotes creative director Vic Polkinghorne:

“(What) feels safe or familiar is actually quite risky… If someone else is doing something similar to what you’re doing, or looks or sounds like you, you’re both in trouble.”

Which explains why no one pays any attention to stock photos, and why so many blog posts go unread.

When it comes to getting your brand message heard, playing it “safe” isn’t safe at all.

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About Mark: I’m an illustrator specializing in humor, branding, social media, and content marketing. My images are different, like your brand needs to be.

You can view my portfolio, and connect with me on Twitter, Facebook, and LinkedIn.

Questions? Send me an email.

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