The £50 note is the highest value currency denomination in circulation in the UK. The Bank of England implement a series of measures making it virtually impossible to duplicate the note outside of the printing house in Essex. You can take a course to find out about how the notes are truly unique. One way to test whether a bank note is counterfeit is to rub the £ sign against a white piece of paper. If there’s a mark left on the piece of paper the note is genuine. Why? Because the ink never dries.
Traditional advertising
As advertising goes to press the content is planned and checked fastidiously to ensure the core message resonates with the intended audience and the spelling is error-free. Once the magazine, or paper, is in circulation the point of no return is passed. It’s your one chance to get the message right. The [EDIT] button no longer works once the ink is dry.
Online, the control is back in your hands
There’s still the same level of checking and re-checking, but at the same time, we always know that if changes need to be made, they can be made. This applies to:
- content
- images
- advertising
Email is a little different, perhaps that’s why so many organisations shy away from strategic email campaigning? Right now, writing this article, I’m at ease with the understanding that as I click the [Publish] button, I can soon edit the content if I notice an error.
Online, the ink never dries
I fear too many of us are trying to do things right – the very first time. We’re following the unwritten rules of digital marketing. Rules which we’ve adopted through the influence of ‘traditional’ ways. We’re treading too carefully that we’re leaving no impression. We’re waiting for results before we take our next step. We’re waiting for the ink to dry.
We’re spending too much time casting our net wide across social media channels with the same laboured message. We’re concerning ourselves with the actions of our competitors rather than seeking inspiration outside of our industry. The time that is available to us is quickly eroded as we over analyse response rather than concoct new ideas and new initiatives.
Don’t wait for the ink to dry
When you believe in something you don’t wait for the ink to dry. Your confidence allows you to deliver your message quicker and work from a canvas that’s filled with your ideas, innovations and thought. The key drivers of smarter marketing.
Knowing that your message is in-tune with what your audience feels, and what your audience needs & desires is driven by confidence, not analytical interrogation. Analytics may support your belief, but you’ll constrain the opportunities available to you if analysis led your actions.
Marketing is meant to be colourful, it’s not always black and white. Just like the £50 note, when there’s a true value associated to something, the ink never dries.
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