𝗜̶𝗳̶ ̶𝘆̶𝗼̶𝘂̶ ̶𝗯̶𝘂̶𝗶̶𝗹̶𝗱̶ ̶𝗶̶𝘁̶,̶ ̶𝘁̶𝗵̶𝗲̶𝘆̶ ̶𝘄̶𝗶̶𝗹̶𝗹̶ ̶𝗰̶𝗼̶𝗺̶𝗲̶ < If you build it 𝘄𝗶𝘁𝗵 them, they 𝗺𝗶𝗴𝗵𝘁 come The Chameleon vs Dinosaur analogy is a comparison metric written by Laura Busche in her book, Lean Branding. After achieving product-market fit, DTC businesses need to turn existing customers to 𝗼𝗯𝘀𝗲𝘀𝘀𝗲𝗱-𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿𝘀 and the only way is first by being 𝗰𝘂𝘀𝘁𝗼𝗺𝗲𝗿-𝗼𝗯𝘀𝗲𝘀𝘀𝗲𝗱 themselves. 🐊 Chameleon Businesses: - Tests assumptions & adapts to the needs and desires of customers. - Lean, agile and willing to innovate in the current dynamic market. - Engage consumers as active participants, not just passive receivers. - Integrates Lean Startup methodologies. (Read: The Lean Startup by Eric Ries) 🦖 Dinosaur Businesses: - Rigid and less responsive to consumer changes and market conditions. - Risk becoming outdated or extinct due to their inability to adapt. - Represent traditional brands built on consistent messaging over time. Is your business a chameleon of dinosaur? Why or why not!?

🛎 '𝐖𝐡𝐞𝐧 𝐲𝐨𝐮 𝐡𝐚𝐯𝐞 𝐰𝐫𝐢𝐭𝐭𝐞𝐧 𝐲𝐨𝐮𝐫 𝐡𝐞𝐚𝐝𝐥𝐢𝐧𝐞, 𝐲𝐨𝐮 𝐡𝐚𝐯𝐞 𝐬𝐩𝐞𝐧𝐭 𝐞𝐢𝐠𝐡𝐭𝐲 𝐜𝐞𝐧𝐭𝐬 𝐨𝐮𝐭 𝐨𝐟 𝐲𝐨𝐮𝐫 𝐝𝐨𝐥𝐥𝐚𝐫' - David Ogilvy 🛎 "Ogilvy on Advertising" by David Ogilvy remains my go-to reference book for effective advertising, and rightly so. Adhering to its principles vs. spraying and praying will save your business considerable time and money. While thoroughly reading and taking notes from the book is the most effective method of learning, this brief summary will serve as a useful checklist for evaluating current advertising strategies: 1. 𝐎𝐧 𝐂𝐫𝐚𝐟𝐭𝐢𝐧𝐠 𝐄𝐟𝐟𝐞𝐜𝐭𝐢𝐯𝐞 𝐀𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐢𝐧𝐠 𝐇𝐞𝐚𝐝𝐥𝐢𝐧𝐞𝐬:🎁 The most successful headlines promise a benefit to the reader. 🗞️ Headlines containing news elements are consistently effective. 🔍 It is advisable to almost always include the brand name in the headline. 💬 A headline comprising approximately 10 words tends to have better sales impact. 2. 𝐎𝐧 𝐒𝐭𝐮𝐝𝐲𝐢𝐧𝐠 𝐭𝐡𝐞 𝐏𝐫𝐨𝐝𝐮𝐜𝐭 𝐘𝐨𝐮 𝐀𝐫𝐞 𝐆𝐨𝐢𝐧𝐠 𝐭𝐨 𝐀𝐝𝐯𝐞𝐫𝐭𝐢𝐬𝐞: 🏢 Look up advertising competitors have used and assess their success. 🤔 Understand how consumers think of your kind of products. 💬 Learn the language they use when discussing these products. ⭐️ Identify which attributes are most important to them. 3. 𝐎𝐧 𝐑𝐞𝐜𝐨𝐠𝐧𝐢𝐳𝐢𝐧𝐠 𝐚 𝐁𝐢𝐠 𝐈𝐝𝐞𝐚: 😲 Did it make me gasp when I first saw it? 🤔 Do I wish I had thought of it myself? 🎯 Does it fit the strategy to perfection? ⏳ Could it be used for 30 years? ------ This post was originally posted on my LinkedIn, let's connect: https://www.linkedin.com/in/jessicasoodo/