Give Me Value; Don't Waste My Time

The Internet has revolutionized the ability to access content through video.  Literally anyone can film themselves on a smart phone and post it to YouTube within seconds.  Every morning I watch at least three informative videos before I've even finished drinking my first cup of coffee.  Not to mention the occasional cat playing the piano clip.  It's effective, enjoyable and efficient. 

However, there's one small caveat.  I absolutely despise the 15 to 30 second advertisements that rob me of my precious time.  They hold my eyes and ears at proverbial gun point and act as gate-keepers of information.  

Before I can learn “5 Effective Ways to Creating Informative Infographics,” I involuntarily have to watch some family enjoy Nature’s Own granola bars while hiking or listen to the gruff raspy voice of Sam Elliott describe the hauling capacity of the latest Dodge Ram.  Even as appealing as you think it would be for a scantily clad Kate Upton to ride horse-back, the Game of War ads have got to stop!

Every time I'm forced to watch one I'm reminded of Gandalf (Lord of the Rings for those that aren't nerds) hammering down his wizards staff shouting "you shall not pass"--unless you watch this useless commercial.

Pre-video advertisements are an unnecessary evil.  It's become so bad I literally turn off the speaker, look away and refuse to watch them in protest.  In a sense, these advertisements are the telemarketers of the 21st century.

In sales there’s a very old adage “everyone wants to buy, but nobody wants to be sold.”  Deliver your content creatively--not crassly.  My point is don't let how you deliver your message get in the way of the message itself.

Remember the holiday classic movie “A Christmas Story?”  Young little Ralphie couldn’t wait to receive his Little Orphan Annie decoder ring.  He just knew his first coded message was going to be an enlightening, eye opening; special communication that could change the fate of man-kind forever-- only to find out it was a "crummy commercial" for Ovaltine.

If your product or idea truly has any value, give me a free sample.   At Sam’s Club, on Saturdays, you can practically eat lunch with all the free offerings.  Do you think the Walton family is losing any money?  I have a bag of bacon wrapped cocktail wieners in my freezer as proof they aren’t.

If people perceive you have value, you will be the product they go to the Internet to search for--not the crummy commercial they have to watch before they get to you.