Marketing Physics

How many awards are won and entered for advertisements?  Advertisements that are pretty, witty or cute usually win.  Sometimes advertisements for companies that have already gone out of business win!  What if an award existed for advertisements that actually served a smarter purpose - selling more?  Whether it be selling more bicycles, more people at church or influencing decision makers, there is a way.  Here is the system that our friend, Doug Hall, would suggest insist upon.  Apply Marketing Physics:

1. Who are you selling to and what problem are you solving?
2. What is the Overt Benefit that your product offers? (What's in it for the customer?)
3. What is the Dramatic Difference? (Why should the customer care about it?)
4. What is the Real Reason to Believe? (Why should the customer believe you?)

Here's the part that is simple but not easy - write this down with 5th grade clarity and with a focus on what you're providing.  Your offering shouldn't be a cure all, it is too confusing!  Make it about the ONE THING that the customer is going to receive.  Remember, there are over 3,000 messages  your brain comes into contact with each day, clarity and focus are crucial for recall and most importantly selling more with less effort by 5pm each day!

We have been asked to develop a sales awards event and want to know your opinion, let us know in the comments.

Comments

[Ryan Kelly]

We've entered a lot of pieces into the Addy Awards, and other design shows. I've seen, for example, websites that had zero functionality - basically a static jpeg (didn;t even have any HTML) - win Golds.

I would LOVE to see a show like that which actually measured the result of such genius creative. Advertising and marketing lacks accountability in general, and we should give awards to those campaigns that increased leads, sales, awareness, or whatever it is the campaign was created for.

We had a client for 6 or 8 months now, who when they came to us, had no identity - in fact, nobody knew who they were. A mere 6 months later, Tex-Jet (www.tx-jet.com) is one of the hottest tools in the oil and gas industry. We had them featured in Oil & Gas magazine with a huge advertorial spread of how the component worked, what it did to save time and money, and increase efficiency. From this article, they received an order for 10,000 down hole pumps (they sell for $10,000 ea.)

All of a sudden, the dollars spent on marketing and bradning became irrelevant. In fact, now they want to spend MORE.

So, if you do your job right, nobody will be cutting the marketing budget, will they?