Tracy Johnson: Concentration Of Force Unlocks Your Power

Tracy Johnson

Consultant TRACY JOHNSON notes, "Focusing resources to make a greater impact is easy to do. But for many broadcasters, it's counter-intuitive. We think we need to do more. But we don't. We need to do less. And do it better. And bigger. That's Concentration of Force."

On his website he writes, "For those who subscribe to SUN TZU’s The Art of War, this will be familiar. TZU was an ancient Chinese general and military strategist. His philosophies on fighting wars became a marketing playbook for many brands. One of his principles of war is to focus an attack on a narrow, defined target. It’s called Concentration of Force. This concept does not imply gathering massive, overwhelming reinforcements. Rather, it’s directing all available assets to at one point in a focused attack.

"Advertising guru ROY WILLIAMS (The Wizard of Ads) explains how it applies to marketing. 'One of the most common mistakes in advertising is to spread your ad budget across several different media so that you don’t leave anyone out. But persuasion – in most instances – requires repetition and familiarity. Would you rather reach 100% of the people and convince them 10% of the way, or reach 10% of the people and convince them 100% of the way? Don’t spread your money too thinly by chasing the unicorn of media mix'.”

This is important on many levels. Read the full post here.

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