Photo by daliborlevYou can do a great job constructing a badly designed house. But when you are through, you’ve still got a badly designed house. Right? It doesn’t matter how good you are with a hammer if the blueprints themselves are faulty. Ads are like houses.
It doesn’t matter how good you are with nouns or verbs when the core message is boring. There is no good way to tell a bad story. And ultimately, it’s the core message of your campaign that determines the success of your advertising.
Give a powerful core message to an average writer and the little business on the corner can leap from Main Street to Wall Street. But give an average message to a powerful writer and ….yeah, you get it.
But let’s be honest, and I say this as a writer. The power of an ad isn’t in the writing. It’s in the message. The secret to successful marketing isn’t in copy writing, it’s in strategy. Great ads aren’t born in the hearts of great writers; they are born in the hearts of great business people. Do you have the courage to stand apart from the crowd? To be truly different? And then t o shout that message from the rooftop?
Think a moment about your business and about your message. Don’t start with the words, “my goal is to have…” because you will already be in trouble before you even begin. Begin by saying, “I will serve people by…”
- gathering what they want and having it in stock when they need it. – Sam Walton
- making them feel good about who they are. – Oprah Winfrey
- designing an automobile they can afford to own. – Henry Ford
- creating worlds of fantasy into which they can escape. – Steven Spielberg
- having hot food available for them at a moment’s notice. – Ray Kroc
Those are powerful messages. Can you and your business be powerful? Do you want to know how?
Tags: advertising, Branding, business barriers, Creativity, customer loyalty, marketing, Social Media, social media marketing, social networking