“What, who, wow.”
If you’re in the advertising business, any part of it, the goal is to create and run advertising that is effective. If you don’t do that, well… your tenure may be short.
So, if you want to stay in the business (if not, there are great jobs in finance and sales), to make effective advertising you need to come in every day singing these three verses:
Have a real objective. Effective means accomplishing a purpose; producing an intended or expected result. And that means you need an objective. And an objective has to be Smart, Measureable, Achievable, Relevant and Time-Bound. Write me if you want clarification.
Make it about them. The target audience. Who are they? What do they want? What do they need? Where are they hurting? What would excite them? Then weave your product or service into that. Not the other way around.
Present something interesting. That target audience? Pretty likely they are not waiting around to hear from you. So you have to get their attention. And that’s done with something interesting. To them. A creative presentation that engages and interests them. May be humorous. May be poignant. Just has to be interesting.
There’s a lot more to be discussed here. But after 900 years in the business, I can say with some assurance: if you keep these three ideas in mind, your advertising (and you) will have great success.
Create opportunities for better creative. Go to Get Better Creative and learn about the workshop where, in one day, your team will become marketing communications rock stars. Talk with Dave Hamel, Principal of Get Better Creative and lead of the American Marketing Association’s “Successfully Managing the Creative Process” about how creative strategy gets you better creative: Dave@getbettercreative.com 312.623.5567