Last week I mentioned that a friend was reviewing the budget for his company with an eye to minimizing expenses and he asked me what I thought about his marketing expense. He wanted to know if I thought he should reduce his marketing expense this year.
I responded by quoting Automobile Company Founder Henry Ford who said, “A man who stops advertising to save money is like a man who stops a clock to save time.”
So the next question might be this: What is the best way to form an effective advertising message (so I don't waste my marketing dollars)? Here are some thoughts:
My own premise for all advertising and marketing is this: There is inherent power in the truth. That is because truth is, well, it's true.
With that in mind as my premise, when I work with a client I carefully study their organization and its leadership to identify the core capacity of that client. I want to know the unique capability and intent of the client in providing its service or product. I want to discover the truth at the core of who they are and what they are about. Once we discern this core intent and capacity, it is then full speed ahead to develop a creative strategy to tell the truth regarding that capacity to potential customers – with conviction.
Therefore, it has always been my belief that…
The best advertising and marketing "technique" is to tell the truth - convincingly.
With conviction. With passion. And usually, in straight-forward and simple terms.
At your convenience, let me know your thoughts on the perspective articulated in this week's Blog.