Go BEASTIES!

What an incredible experience watching both the seasoned and the fresh-faced BEASTIES navigate their journeys from Good To Great. Laurie and I are beyond grateful to the Spencer family for welcoming us into their world—it’s an honor and a joy to be part of this community.

Now, let’s talk about The Super Bowl.

Sure, it’s the biggest football game of the year, but for me, it’s also the Marketing Olympics. Every year, I dissect the commercials—not just for entertainment but to analyze how advertisers are justifying their eye-watering $8 million price tag for a 30-second slot.

What does this have to do with you?

Like it or not, these big-name brands are your competition. No, they’re not opening dental practices (yet!), but they are fighting for the same consumer dollars you are. People have choices on where to spend their money, and these companies are masters at grabbing attention and influencing decisions.

The smartest thing you can do? Steal their research.  Or, learn from their mistakes.

Every commercial you saw has been meticulously crafted based on deep market insights, psychological triggers, and consumer behavior studies. Take note. Which ads resonated? Which fell flat? And most importantly—why?

This is where the Market-Message-Media framework comes in. The most effective marketing aligns:

✅ The Market (who the ad is targeting)

✅ The Message (what it’s saying and how it’s emotionally resonating)

✅ The Media (where and how it’s delivered)

Which brands nailed it? Which missed the mark? And what lessons can you apply to your marketing to make it more powerful and persuasive?

Never underestimate the stupidity of big, dumb marketing companies.  As a small business owner, you can’t afford to make such miscues.

I’ll share my takeaways next week—stay tuned!

To your less expensive and more effective marketing,

Michael

P.S.  If you’re interested in building a management study club in your area, stay tuned.  My newest book, The Referral Catalyst Rx, which is at the editors.  Members of The Liberated Practice will get first crack at the Ebook.