This story isn’t for Fortune 100 companies.
Large companies that have been around for a while are more willing to develop an advertising strategy that has measurables other than increasing revenue. “Increasing brand awareness…” comes to mind.
That’s partly due to the traditional advertising industry’s success at changing the story from revenue to other measurables because they’re unwilling or unable to say something like: “Our advertising strategy will increase your revenue in 3 months by 10%.”
Call any advertising agency and ask them for a guarantee that their advertising strategy will increase your revenue by a specific amount over a specific time period. You’ll either hear a long dissertation on why that can’t be done or dead silence.
With that said, there are a few things that can be learned from the best performing ads.
Show a short, remarkable story and repeat it many times (Reference: Empire Carpet).
Show a unique story only once (Reference: Apple Computer)
This may seem counter-intuitive, but the biggest step to take when starting the development of an advertising strategy is understanding who isn’t your client.
One way to do that is by developing a short storyboard for your ideal advertising campaign.
Pinterest is a useful tool for developing the look and feel of your story. Create a new private board and pin up to 20 photos that show what you imagine your identity to be. In the comment section of each photo, write what it is that attracted you to the photo, how it applies to you.
“I like the color palette.”
“This area of the photograph makes me think of what I’m selling.”
A storyboard is pictures that you draw or photographs that you take that show your story. They don’t need to be good quality as long as they make sense to you. Your storyboard should have 5 to 10 pictures/photographs.
Anyone can draw well enough to create a storyboard. Still not convinced? Then use your phone and take photos. Make sure you annotate each of your illustrations/photos.
Who Isn’t Your Client?
From your storyboard, the next step is to picture who wouldn’t be interested in the story that your showing. Write down what you believe are their attributes |
- Socio-economic status
- Hobbies they have
- Things that they buy
- How much they might spend on something special vs. how much they might spend on an everyday item
Then write a one-page biography on the composite person you described.
Since there’s no data involved in this step, use it as a starting point to discover who your client isn’t.
In Part 2, we’ll work on discovering the opposite of the person you’ve written about because the opposite is likely your ideal client.
This article is an excerpt from my upcoming book on Strategic Marketing & Advertising. To learn more about my books and classes and to receive a discount, you’re invited to subscribe to my List by clicking HERE.
Photography by Paweł Czerwiński