During the early 18th century, Ben Franklin wrote some timeless advice: “Early to bed, early to rise, makes a man healthy, wealthy, and wise.” Generally this guidance, selling hard work and time management, remains relevant for most employees today. However, in today’s business, where growth and profit depend on attracting new customers and employees, Franklin’s quote doesn’t stand up without including the word advertise.
Fast forward to the 1970s, when Media Mogul Ted Turner offered a new spin on success in American Business. The traditional slogan of “early to bed, early to rise” no longer guaranteed success in Turner’s eyes. While acknowledging the value of hard work and dedication, he recognized the evolving landscape of business demanded more. He added, “Early to bed, early to rise. Work like hell and ADVERTISE.”
Turner’s autobiography, “Call Me Ted,” discusses his unconventional approach when he would advertise his television station WTBS (later renamed TBS). Facing a lack of viewers and businesses willing to advertise in the new cable television industry, Turner went on the offense. He bought billboards, typically monopolized by household marketers like Procter & Gamble and cigarette companies like Marlboro, to promote his television station. With bold messages like “Turner Broadcasting System—Nobody watches it, but everybody sees it!” he lit up awareness of his brand.
What Turner knew was that having a great product or service isn’t enough if it remains unknown. Overall, his trail-blazing marketing strategies and risk-taking give us invaluable lessons in navigating the competitive business landscape.
While hard work and sacrifice remain critical to success, Turner reminds us that hard work isn’t sufficient in today’s crowded marketplace. You must negotiate to advertise. In the late 1970s, consumers were exposed to no more than 1,600 ads a day. Most estimates have our daily exposure to 6,000 to 10,000 per day now! In this environment, waiting for recognition will stall, not grow your business.
Businesses must actively promote themselves to attract attention and seize opportunities. This is the era of consumerism and relentless advertising. Standing out from the crowd demands more than a good product; it requires effective marketing and promotion. It’s not merely about capturing attention; it’s about delivering on promises and being the apple of a consumer’s eye.
Turner’s philosophy advocates for a more extensive approach to success that combines hard work, innovative marketing, and delivering on promises made. In today’s business climate, being early to rise isn’t enough. ADVERTISE.
Jeff Caves is a sales columnist for BSM working in radio and digital sales for Cumulus Media in Dallas, Texas and Boise, Idaho. He is credited with helping launch, build, and develop Sports Radio The Ticket in Boise, into the market’s top sports radio station. During his 26 year stay at KTIK, Caves hosted drive time, programmed the station, and excelled as a top seller. You can reach him by email at jeffcaves54@gmail.com or find him on LinkedIn.
