Powerful image and a simple message
You never know when you'll learn your next lesson. Here's one I learned the other day. Our team also does the marketing for our affiliate company, The Idea Group. It’s a creative resource group that provides ideas, concepts, scripting, speeches and general insanity for production companies, agencies and corporations. Recently, I looked over the shoulder of Sue Heslup, our crack visual communicator, as she was polishing a marketing piece and asked the typical question, “How did you come up with that?”
She slid over a stool and the lesson began. Here’s what she taught me.
- Think in terms of ideas and visuals as a unit.
- Assume the viewer/audience will forget at least 50% of the message.
- Cut back the copy to a single, powerful message and a supplemental line.
- Refine it using So What?
- Match it with a powerful image that tells a story.
- Run it through Think, Feel, Act, Do to make sure the piece generates results.
- Think in terms of a marketing frequency to reinforce the message and generate action.
You can find more about marketing frequency on Someone Is Stealing Your Business in the 7/6/2009 blog entry.
You can find more on So What? in the 7/13/2009 blog entry.
You can find more on Think, Feel, Act, Do in the 7/18/2009 blog entry.
Why use a dancer?
The powerful image grabs attention and adds the invaluable emotion to a basic marketing message. The simple copy line sends the message and the second piece of copy is like a “punch line.”
Click on the image above to see a larger version of the marketing piece.
Here’s how this works for you
Don’t jump into the design and don’t fall in love with your copy. In most cases typical marketing copy is enough for 3-4 pieces. Pick a single big idea and give it a supplemental or “pay off” line. Then sit on your hands. Find that powerful image that adds the emotions. Once you’ve found it be ready to fine-tune the copy to make sure it forms a unit with the visual.
Cut the copy to the bone. You should be able to state the desired result of your marketing in a single, declarative sentence. No semicolons or comma-slices allowed. Try this technique on your next marketing piece and see if it helps you boils things down to the essentials – essential message, essential action and essential results.
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Andy Johnston is an multi-faceted communication professional with deep experience from strategic planning, to messaging, to marketing, to media, to events, to training, to creative direction … and there are several other ”to’s.” Andy is known for his energy, creativity and his unique ability to discover the key results that must be generated – and then to develop ingenious ways to engage and motivate audiences. Positive business results are the objective. He believes that one of the most important results is an enjoyable experience for everyone involved. Andy is a principal partner at Think! Consulting Group and The Idea Group.
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