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 11:41 AM | Post a comment
Friday, December 13, 2013
Successful campaigns require a lot of thought, creativity and talented people to bring them to life. But one of the most overlooked elements is patience.
In advertising, it’s all too common to hear, “that’s not working, let’s do something else.” It’s the marketing equivalent of “I want it now.”
This can happen just days or weeks into a campaign. You’ll hear it from people who do not understand that a consumer decision is not just an action, but rather a process that sometimes takes moments, hours, months or
Most success in advertising requires time to gain momentum and move consumers through a decision, or prepare them for when they will be making a decision in the future.
If you’ve built a strong, smart campaign that communicates a clear benefit and find that it’s initially producing little or no short-term results, give it time.
The results will come.
Posted by 3 at 03:57 PM | Post a comment
Tuesday, February 12, 2013
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
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