Yes. 2021 will be a once-in-a-lifetime opportunity to blow the doors off with rapid growth.

Here’s why.

ESOV stands for Excess Share Of Voice.

In Excess of what?

In excess of your share of market.

In other words, you’re barking bigger than your size, relative to all the other dogs in your market.

Advertising like you’re a BIG-A$$ DOG instead of a toy poodle.

According to over 50 years of disciplined research, ESOV is the 4th biggest factor in determining your advertising effectiveness.

[We’ll cover the top 3 factors later in this article]

Advertising isn’t a science, but that’s about as close to scientific guaranty as you’re likely to get.

So what does 2021 have to do with ESOV?

ESOV and 2020 vs. 2021

Back in early spring of 2020, an avalanche of advertisers pulled their ads from broadcast media.

And this was a double win for those willing to push the gas rather than the brakes on their mass media ad spend.

First, you could negotiate amazing deals because media sales reps were willing to cut deals.

Second, not only could you objectively buy much greater reach and frequency than you’d normally be able to afford, but your share of voice was magnified because your competitors had likely gone silent or reduced their spend.

build your empire by increasing your share of voice

Remember, share of voice is relative to your competition.

And, this isn’t theory, my clients were able to roar like a competition devouring lion, leading to rocket powered growth.

OK, but that was 2020. What about 2021?

So for broadcast media sales reps, the rest of 2020 was saved by two things:

  1. Big League Political advertising, and
  2. Last ditch ad spend to save Christmas

So mass media corporations basically called a mulligan on sales quotas for the first half of 2020, then their bacon was saved by political and Christmas advertising for the latter half of 2020.

And now it’s a new year, and there’s no more mulligans on sales quotes and there’s nothing on the horizon to replace political and Christmas ad spend.

Plus, all your competitors are acting like neutered toy poodles and holding back their ad spend from anxiety over what 2021 will shape up to be like.

Making early 2021 an IDEAL time to aggressively buy broadcast media. Especially when you’re working with a top flight media buyer.

Because, once again, you’ll be able to objectively negotiate increased reach and frequency, plus benefit by magnified share of voice.

So if you’ve been looking to make the jump into mass media broadcasting, or trying to solve your challenge of feeding your business enough high quality leads to grow, this is your year.

FFA and the Top 3 Factors for Advertising Effectiveness

FFA is my own acronym for Freakin’ Fantastic Ads.

Because while share of voice is great, it’s really only one means to achieving Share Of Mind.

And while share of voice normally correlates to share of mind, it’s possible to 10X your share of mind over your share of voice with unignorable, compelling ads.

And this is why the Top 3 Factors for Advertising Effectiveness are:

# 3 Codes Applied Ridiculously [Building and Using Distinctive Brand Assets]
# 2 Creativity
# 1 Brand Size

What others call “Codes” or “Distinctive Brand Assets” we call Brandable Chunks.

And intelligent use of Brandable Chunks employed within a campaign can turbocharge your results.

They help to forge your identity and brand positioning in the mind of customers.

Creativity is basically whether or not you have Freakin’ Fantastic Ads.

Because the quality of your ads determines whether your ads are heard and emotionally resonate with your audience.

If you buy tremendous share of voice, but run ignorable ads, your results will inevitably disappoint you.

And the number one most important factor for determining advertising effectiveness?

Your current Brand Size.

Why Overtaking the Lead Dog is hard, and Why 2021 Will Make It Easier

So if you’re facing a competitor who’s already a Big Dog in your market — a competitor who has already built a local brand — then you’re facing a bit of an uphill battle.

That’s why you want all the other factors working in your favor.

And that’s what makes 2021 the year you can replace that competitor to become the lead dog.

But only if you:

So it’s up to you. Will 2021 be your year?

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