Thankfully, most clients I work with are more concerned with results than they are with breaking new ground creatively. And boy is that smart business.
When you focus on a goal (increasing sales, generating leads, building a list etc.) while developing your marketing you’ll likely be satisfied with the outcome. When people focus on creativity first (being funny, developing a certain image, working a certain song into the ad etc.) their marketing fails to translate into a positive business results.
The reason is simple, by focusing on a specific goal and a specific market while trying to drive home a specific message, you’ll have good chance of developing marketing that will appeal to consumers and deliver the desired results. When you’re trying to be clever or funny, you often end up with materials that make the whole point of marketing (sales, revenue, profit etc.) secondary and turn advertising into mindless entertainment.
I actually feel bad for many people who trust agencies to put their business over the top. I’ve worked at agencies and the creative process can be shocking. It’s a spitball session where trying to be clever is more important than presenting ideas that will sell the product or service effectively. Frankly, many of the people working at an agency have no clue what makes for good advertising or marketing. They are all about the sizzle and rarely about the steak. When hearing about awards for advertising try to remember they are not tied to measurable success and are often losers for the company that paid good money for their creation.
Sure, there are clever and funny ad campaigns that drive business. For example, the Geico ads. The cavemen and lizard spokesman can get a laugh, but they also make a point that comes across effectively: that if you switch your insurance to Geico, you will SAVE MONEY. The characters are secondary to the message.
When you’re being presented with ideas for your next marketing campaign ask the following questions:
1.) How specifically will this sell my product or service?
2.) What market are you targeting?
3.) What specific benefits will this campaign present to the audience?
4.) What business results have you achieved in the past with similar campaigns?
If you aren’t satisfied with the answers, don’t go forward. Make sure the people developing your campaigns have your best interests at heart. You’d be unpleasantly surprised at how many don’t.
Want to talk about an upcoming marketing program with someone who gets it? Contact me, copywriter Brian Birnbaum today. There’s never any obligation to hire me and I’m happy to answer ALL of your questions.