In most households, there’s a universal truth: the remote is always there … until it’s not. We’ve flipped couch cushions, interrogated the dog, even rummaged through the trash. Still, it’s AWOL.
As marketers, we like to think we’re the ones holding the remote, controlling the message, timing, channel, and volume. But the truth? The audience has a tight grip on the clicker. They choose where to watch, what to watch, when to skip, or when to tune out completely.
Our job is to create content so compelling they forget the buttons exist. We don’t control the remote—we just make them want to stay tuned. That’s true across every medium: static spots, audio, print and outdoor. There’s always a button that can and often will be pushed.
Let me know if these musings are pushing the right buttons. And if you haven’t hit “delete” yet, thanks for staying tuned.