Friday, May 15, 2015
We’ve always felt that advertising should feel like a conversation between a brand and a person. The best examples of persuasive communications are usually designed to connect to a single individual, even in political speeches written for the masses (“Ask not what your country can do for you...”).
Often in the attempt to talk to a target audience, advertisers can succomb to thinking of their consumers as a literal mass of people instead of a collection of individuals. The advertising messages get crafted for a “they.” The problem with this approach is that, with some exceptions, there really is no “they” reading your ad, visiting your site, listening to your radio spot or watching your commercial. There is only a person (or a succession of many individuals) who will come across your messages.
As part of the strategic process we do with our clients, we ask them to think of a certain key individual (usually their best customer) when thinking of their offering. The idea is to guide the thought process to this insight: “My brand would succeed even more if I just had more customers like this key person.”
So what would that one key person want to hear from your brand in order to compel him or her to take action? That’s the start of your conversation with each one of your future customers.
Posted by 3 at 05:28 PM | Post a comment
Thursday, February 12, 2015
Every smart advertiser knows that in order to succeed, you are constantly looking ahead with key questions in mind:
• What are we going to accomplish?
• How can we anticipate people’s wants and needs?
• How is the fundamental relationship changing between our product/service and customers?
These core considerations should always be top-of-mind as you maintain, manage and create campaigns designed to accomplish your objectives. However, looking ahead too far when it comes to tactics is an error we see repeatedly. Especially when it comes to new digital channels, social media and tactical options that may not be based in reality.
The desire to implement cutting-edge communications quite often supersedes the common sense of focusing on your objectives, the target audience and what makes your product unique. Add to that the seductive lure of instant tracking (as opposed to long-term ROI) and you have a recipe for wasted resources.
Digital and social media options are growing and can be extremely effective when implemented at the right time, with the right audience and adhering to your core brand premise.
But, plan your tactics to the reality of your identity, target audience and the actual use of mediums and channels at the time of the campaign, or you might find your career having a Second Life.
Posted by 3 at 06:51 PM | Post a comment
Monday, October 20, 2014
A post we wrote previously that's worth sharing again –
All great business leaders know that in order to succeed in business, you have to lead or be first: First to market, first in technology, first in product development. And to be successful in communications, you have to be aware and understand some other fundamental “firsts.”
There is no way to emphasize this enough – businesses that lose sight of their customers, fail. Sometimes this is attributed to “market changes” but what actually changes is people. (More importantly, the people who are buying your product.) You do not determine if your business succeeds or fails, people do. Never lose sight of this fundamental fact or you too will wonder, ”how can we be shrinking when we have such a great product?” When you develop your communications, know and understand who needs to act to bring you success. Get to know this person as an individual before you begin creating your communications campaign.
Once you know your target “person,” figure out how you are going to improve his or her life. Will you provide more time for them to spend with their family, let them keep more of their money, or make an unpleasant experience enjoyable? And keep this in mind: this isn’t what your product or service can do, it’s how you make your target’s life better, whether it be big or small. It’s not your product, it’s their benefit. (Our favorite metaphor for this is that people aren’t buying drills, they are buying the holes.)
Even great businesses lose sight of the simple, undeniable fact that a first impression can’t be taken back and is so foundational. So, don’t rush it. Before an important presentation, most of us are concerned that our appearance, information, and everything we want to communicate is spot on. We know that this first presentation will define how we will be perceived for a long time. But surprisingly, people don’t put this same thought and foresight into communications that may be seen by thousands of people. Just make sure you do the same planning before you craft your communications. Is the message simple, meaningful and truthful? Does it look and feel like you? Make it your own and make it great. Don’t copy others or just slap it together. If you’ve put your target first and understand your benefits, this won’t be as difficult as you think.
Being first in your business requires being first in many aspects of your business. So what are your firsts?
Posted by 3 at 06:39 PM | Post a comment
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