I can’t remember the song title, but I remember the song with the line

“just a follower of fashion”

I can even remember the tune. If you know the song, please comment it and claim your throne.

The trouble with fashion, is they are FADS. By the time you know there is a fashion, it is almost over. If you’re not in at the very beginning, then you aren’t in.

Corporate advertisements frequently fail to acknowledge this. They start using music from the scene and the looks of the population, just about the time that people have dropped them and are doing the next thing. It’s a bit like doing a trailer or a review of a film, after everyone has already seen to see it already. Posthumous celebration is not the same as being at the party.

Of course they are in no position to define fashion. They are corporates So maybe there is no answer. Or maybe the answer lies ion the adverts which have stood the test of time and are repeated forever with almost gnawing predictability. Like washing powder. “Women, dirty washing, clean people having fun.” That may not be the exact formula, but you can see the elements that are always common.

So why do these style of ads keep getting used. How can people have the nerve to use such cliches and stereotypes? Probably because they work. Even the clever stuff is usually just a re-framing (CBT) of the urban myth or fairy tale.

Following fashion, looking for nuggets after the virgin gold diggers are la=ready selling up their lots, is something most Internet Marketeers understand. Or maybe they DO, and that’s why they propose it. It seems to make sense and people will often pay a premium for the magic bullet, the list of hot niches they can’t detect themselves.

If you have the energy to do the “numbers” it’s certainly possible to make a few hundred dollars out of trying to beat the media to the Google search term. But do you really have the will power to publish 20 web sites and 30 article every day? Do you really want to work that hard for the rest of your career? Even for 5 years? When you way up the hits with the misses, how many $200 windfalls can you actually earn in a year?

Even a mercenary soldier will prefer not to “aim at a moving target”. Sure the moving target is big and loud ad easy to spot, but it’s hard to hit. And even if you nail it, you still have to find the next one.

What does this have to do with Video Marketing?

Until the next post consider this…

“It’s hard work serialising yesterdays news in a video diary”
and do you think the money is marketing the “king” or “his new clothes”?