Thursday, September 27, 2012
When most people see or hear a true insight about people, it resonates. Famous leaders, philosophers, writers and comedians are gifted at identifying a simple human truth and then explaining it in a way that we all nod, smile and think, “that is so true.” Usually these insights are not merely clichéd generalities, but offer something more piercing into the human condition.
Age is an issue of mind over matter. If you don't mind, it doesn't matter.
Being an intellectual creates a lot of questions and no answers.
Behind every great man is a woman rolling her eyes.
At the core of every great advertising campaign is an equally simple, compelling truth about the people we are trying to reach: our target audience. The hard part is getting to it. Because we can’t just find any human truth, we have to find a human truth that is addressed in some meaningful way by our client’s product or service.
The insight is there, somewhere, but to reach it you almost always have to do an extraordinary amount of work,
an incredible amount of listening and be extremely disciplined so you don’t get distracted or mislead into
Insight is the most valuable part of your marketing strategy. It elevates your brand experience beyond the merely transactional and into something meaningful.
Posted by 3 at 10:45 AM | Post a comment
Thursday, July 5, 2012
"Nobody reads ads. People read what's interesting. Sometimes it's an ad." Famed advertising copywriter Howard Gossage's timeless words serve as a guiding reminder to those of us who create messages, and to clients who pay agencies to shape them.
Advertising is interruption. We are the distraction between pages of Entertainment Weekly, the banner ad above the compelling online news story, the commercial before the wrap-up on CSI. No one seeks our messaging, but we must find interested recipients nonetheless.
The key is in being meaningful and relevant, no matter where your message runs. Too often, advertisers respond with the wrong solutions: Be louder. Get attention no matter what it takes or costs. But these solutions only build consumer resentment and resistance.
When in doubt, remember Gossage: Stand for something. Be clear.
But most of all, be interesting.
Posted by 3 at 04:35 PM | Post a comment
Friday, March 16, 2012
We often find ourselves in an interesting business contradiction: recommending that our clients not advertise. This happens for many reasons, but it is usually when clients are just getting started or are creating a new offering. It is always because we don’t believe that we can achieve the desired results. If you’re not sure if you’re ready, here’s a short list to consider.
Don’t spend money on advertising when:
Your product, service or idea is not ready for prime time:
We’ve been asked to create campaigns for software that hasn’t been tested, services that are outside a client's expertise, and even products that don’t yet exist. It comes down to this: If you want people to pay you for something, or take interest, make sure what you are offering will benefit them – now. If you want to succeed in the long-run, it has to work for people as promised.
You’re not ready for the interaction:
If you aren’t ready to manage the sales process, wait until you are before you begin a campaign. This means that someone is answering the phone, your site is ready to take orders and/or your sales staff is ready to sell. Nothing will kill a campaign launch faster than disappointed customers who are having trouble doing what you are asking them to do: pay you money. In this era of open communication, a few bad interactions can stop your sales cold.
You don’t have enough resources to do it right:
A campaign is a delicate thing. It is generally planned from the ground up and includes multiple integrated marketing elements that are designed to work together, creating the synergy that is required for a successful campaign. Don’t start with a comprehensive plan and then decide to just cut back. You might think you are simply saving money by cutting some of the tactics, but you might be cutting all of the synergy. Better to wait and do it right, or start planning your tactics over with a realistic budget, in order to make sure what you are able to do creates the synergy you need for it to work.
The success of a campaign depends entirely on what you are offering, how you are interacting with potential customers and your ability to make a campaign greater than its parts.
And when you're ready – go.
Posted by 3 at 11:04 AM | Post a comment
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