Your Brand Might Depend on it.
After clearly defining your brand with a clear-cut Value Proposition and strategically developing your bland plan, your next step is presenting the story to your market. Are you ready for that? Well, you’d better be because we’re all exposed to thousands of promotional messages every day. And to cut through all of that clutter, your message must get attention and be presented with impact and drama. You have to deliver Dramatic Moments. We’re talking about the result of all of the consumer interviews, focus groups, strategy statements, product evaluations, and position statements.
There’s a lot going on that you don’t see.
But, my approach is to give your prospect a reason to buy based on your tiebreaker, or Value Proposition, and knock their socks off with your brand promise. I assemble all of that input from problem-solvers, advertising, and marketing strategists and creative professionals, or work with agencies and designers, even yours, to get the best Dramatic Moments possible.
And You Thought I was just a Writer
The most effective marketing is built through a collaborative effort between the storytellers and the channel planners. We work in conjunction with all these folks to decide what the size and length should be; whether to include radio, outdoor, TV, mobile or the online components of PPC, social media, content marketing, and email; balancing frequency and impact with an eye to the budget and a profitable ROI. In time, it all comes together to cover the market, minds, and emotions of those falling within the geographic and demographic targets. In other words, I do more than just write. That’s how WOW! brands are made and how results are achieved.
About the Author
Gordon Conner is a Freelance Copywriter and Marketing/Branding Coach who helps build WOW brands for small local businesses. He has been providing advertising, marketing and branding and services for 40 years and lives in Midlothian, Virginia. He can be reached at Gordon@GordonConner.com, or http://www.GordonConner.com.