Why You Shouldn’t Flood the Airwaves

The more popular something gets the more we see it around on commercials and other media. After a while the product hits a saturation point where people get sick of it. You sometimes see it with movies – audiences are so sick of a movie’s previews before it even comes out they avoid it in the theaters simply out of annoyance or spite.

You naturally want your company’s name bubbling out of everyone’s lips at all times. However, there is a point where people will feel like you’re cramming what you’re selling down their throats. Their reaction to this won’t be love and adoration but the total opposite – they’ll turn and run the other way!

Striking a perfect balance can be tough, especially if your company is doing especially well. You want to talk about it as much as possible because you’re naturally excited. Sometimes, though, it’s best just to let natural conversation take over.

Starting Out

With a few exceptions, no company wants to deliberately flood the airwaves. They more than likely don’t even realize they’re doing it. That’s because each individual audience member has their own saturation point.

Fifteen people could watch the same commercial 50 times in a row and have remarkably different reactions. Some will get fed up at #45, others will balk at the fifth or sixth time they see your spot.

But when you’re starting out as a company you naturally want to talk about it. After all, it’s new, exciting, and if you don’t talk about your company, who will? Nobody else knows about it so you let everybody and their dog know how cool it is.

The Ball Rolling

After a while, though, people start to pick up on the fact you exist. And then they tell their friends and family and the ball starts rolling. Once that ball gets rolling, it’s pretty tough to stop.

If you were rolling a ball down the hill, would you chase after it and keep shoving it? Hopefully not – once it got going, you would just let it go, as the natural angle of the hill would continue its descent.

If you’re constantly yapping about your company after the ball gets rolling, you’re running down the hill for no reason! Even worse, you might trip and land in front of the ball, stopping it completely and squashing you in the process. An extended metaphor, sure, but I’m going with it – and it’s true.

It’s a little tough to discern when your company has taken off enough for you to take a step back. But try to gauge what people are saying about you and take it into consideration. If the general consensus is you’re overdoing it, change your internal conversation for a bit and just enjoy the ride. You can always change back if interest wanes a bit later.

How often do you talk about your company online through personal accounts?

This article is written by Mickie Kennedy, founder of eReleases (, the online leader in affordable press release distribution. Grab your free 160-page copy of the Big Press Release Book – Press Releases for Every Occasion and Industry here:

One Response

  1. A good way to mix up your communications is via social media. Instead of using a corporate social media account to promote company content, businesses can use their accounts to share content from others. Diversifying what is posted on Facebook and Twitter reminds your followers that you are still there, without over-saturating them with the same content over and over again.

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