Lay the foundation first

I’m the first to advocate great creative.  If your marketing materials are boring or just like everyone else’s, you’re going to get lost in the shuffle. 

Strong, memorable creative can make your ad pop off the page or your brochure be the first one they reach for.  But, way too many marketers leap right to the creative execution.  Who can blame them – it’s fun.

But, you have to lay your foundation first. The foundation of any marketing piece is the strategy.  Do you understand your audience and why they would want your product/service?  When it comes to crafting your message, there’s an easy formula to make sure you’re helping your potential buyer understand why they should buy. 

Problem:  This is how you get their attention.  Show them that you understand their problem.   Use vivid language to remind them of how troublesome the problem can be.  You want them to recognize themselves and their pain in your ad.

Solution:  Once they know that you understand their concerns, they’re ready to hear how you can help them solve their problem.  Explain how they will benefit from your solution.  What will it change for them?  How will life be easier, better, cheaper, smarter, etc.?  Paint a picture with your words. 

Call to action:  Don’t make it hard for them to buy. Make your communication compelling.  Give them both a reason and a method to act immediately.  A number to call.  A URL visit.  A special bonus if they buy within a certain amount of time.

Pretty simple, right?  But look through the paper or listen to the radio.  Most of the advertisers out there are missing the boat.  Hopefully your competition is among them!  Follow this easy formula and you’ll already be ahead of the pack.