I've been an outspoken critic of advertising that has no message, ever since I got into this business over 25-years ago. We often see a mishmash of irrelevant graphics, paired with insubstantial copy that leaves the potential customer with a dumb grin and a question mark hovering above his head. This is budget wasting to the nth degree. Another budget waster (albeit less contemptible) is the timid marketer who is afraid to try new things. These people seek to create marketing tools that look, act, and sound like everyone else’s. This is not a profitable strategy.
When you’re creating your next marketing message, don’t be afraid to try new ideas. Use humor. Use story. Use friendly, punchy language that the average human can relate to. Be different. Be colorful. Discover a new way to tell your story. Test new approaches against each other. Guard against using the same old tired style that you’ve used over and over again. Look beyond the worn-out model that’s been the standard in your industry for too long. Invent something new that will make you stand out. I’m not suggesting that you abandon my beloved Make Messages That Matter principle; but I am suggesting that by being less conservative in your message making, you will win greater recognition, a more attentive readership, and growing sales.
These are great tips to always keep in mind when navigating through different marketing avenues and creating your next marketing message. One particular point you mentioned that stood out to me was, "Discover a new way to tell your story." I think that is an excellent suggestion. Our marketing department recently start outsourcing our white papers (as opposed to writing them internally) and we've never had such great feedback. I think an outside opinion of your company and marketing efforts is a great way to change things up and really attract an attentive audience. It helps you think outside the box and a fresh mind that's not so consumed with your business or industry can offer opinions and points you may not have realized.
Posted by: Writing a White Paper | July 13, 2009 at 12:32 PM