The creative process
is what excites us. It is also where we have the most opinions, where
our biases quickly surface.
Don't begin the "Creative"
step of my Eight-Point Market Action Plan until you complete the five
previous steps: Make sure you have first determined your objectives, set
a timetable, established a budget, targeted your audience; and defined
The purpose of creative
is to maximize the impact of your message in order to increase the action
from your marketplace. Maximize the impact increase the action.
Always remember that
"dull" is a four-letter word. "Interesting" is what
your creative must be interesting to people because people, not companies,
make buying decisions.
Experience has shown
that people around the world react in similar ways. They give the same
or similar answers to questions. The message may have to be presented
differently, but how people will respond is almost predictable. Based
on experience, here are some things I've learned about people. Consider
them carefully as you prepare your creative message.
1. People procrastinate
over "thinking" decisions. Anything requiring brain power is
likely to be put off and people will probably have an excuse, rather than
a reason, for doing so.
2. People are skeptical
of new offers. For many, "new" is always uncomfortable.
3. People will, however,
follow both companies and products they consider leaders in their field.
You can create a leadership position and people will feel comfortable
with you, if they believe you.
4. People are most
comfortable with those similar to themselves. That's why we have neighborhoods
of similar people.
5. Sometimes, people
are just flat-out lazy!
6. People glance at
more often than read what you present them. They take a quick look and
decide what to do so your mail must be interestins of power and control.
Or at least they say they want to be in control. Yet they respond best
to deadlines limited time offers which take control away.
7. People worry over
any decision or change because they think, what if I make this change
and it turns out wrong?
8. People will go
to almost any length to avoid risks and threats. Yet they give incomplete
attention to your message, which would, of course, help them in decision
making and risk avoidance.
9. People ask questions
about your offer they do want to understand. They inquire about benefits;
they want to know "WAM" What About Me!
10. They also ask
about guarantees they assume there is a product/service guarantee, but
they also want a "comfort" guarantee: "What are you going
to do for me if I'm unhappy?"
11. People want you
to prove your statements. Saying something is so isn't enough; you must
back it up with facts.
12.Yet, since people
"glance" more than read, they will still generalize from what
they consider "acceptable fragments."
13. People prefer
less information and a little mystery so that they can make their own
decisions. This doesn't mean, however, that you must supply less information.
It means you must understand how people arrive at decisions.
14. People do want
to trust you.
15. They want heart,
warmth and soul. They want the emotion of the sales process it makes them
16. People's responses
are in direct proportion to their personal identification with you, your
company and your offer. If they know you, they are much more likely to
buy from you.
17. People have questions
about the "next step:" What-comes next, what do I do and what
do you do? They also question the timing: When will this happen and how
long will it take?
18. People always
want to be sought after; they want you to "A.F.T.O.:" Ask For
The Order. This could be because people do not want to be sold yet at
the same time, they do like to buy. So don't forget to ask them to buy.