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When you are listening to the broadcast of a sporting event there are two commentators:
Commentator #1: This guy is a well-spoken graduate of broadcast school that has a solid radio voice and can make the action on the field come to life with his words. He is the “play-by-play” guy.
Commentator #2: This guy or gal is usually an ex-ballplayer. He has played the sport that he is talking about. He isn’t the most polished radio or television voice but when he speaks, he knows what he is speaking from experience. He is the “color” guy.
When I am listening to any broadcast I am much more interested in what the “color” guy has to say about the game, than the “play by play” guy.
The “color” guy has been there. He has done that.
He has participated.
This is true in marketing as well. There are thousands of activities you could undertake to market your business today:
- You could start using Twitter
- You could take out a Yellow Pages ad
- You could create a directory listing on Bing, Google or Yahoo
- You could snail mail 1000 postcards to a list
- You could create a Facebook fan page
- You could take out a 1/4 page ad in your local paper
There is only one way to TRULY learn how to use a tactic —- participate in it. Do it. Test it out.
Become the “color” guy.
And when you are looking for advice make sure you are not putting too much stock in what the “play by play” guy has to say.
What are your thoughts about participation vs. observation? What advice do you have for the rest of us? Who is your favorite sports broadcaster? (Mine was John Madden —- BOOM!)
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