When do you take a risk with your marketing? The answer depends entirely on the purpose of a given marketing communication. In today’s crowded marketing environment, your advertising absolutely must take a risk. That said, marketing is not always advertising.

When a client asks for advertising, they are asking to break through the clutter and grab the attention of an otherwise disinterested prospect. This is not the forum for a conservative approach, and to recommend such an approach is just plain irresponsible. However, there’s a reason we call it a risk. Effective advertising often connects with the majority of the target at the expense of putting off a minority. For instance, we recommended San Francisco Honda go with a voice that was downright wacky:

Now, when a client asks for a business card or a tri-fold brochure, there is no reason to take a risk. These communications are going to people who are already paying attention. So the upside of taking a risk is removed, leaving only the downside.

So, in short, you take a risk when you have to.