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
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
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