How to do Better Creative Work ePub eBook

3.

Problem/solution. Or how to have a big marketing idea

Let’s start with a warning: producing effective work is more difficult than most people think. A lot more.

First, only a handful of your prospects care about what you have to say. The vast majority is indifferent. Some people are even hostile.

Second, you’re competing with hundreds of agencies for the attention of these indifferent/hostile individuals. Indeed, as every pundit seems to delight in admonishing us, we’re bombarding the average consumer in the UK with upwards of 2,500 marketing communications every day. Apparently, 24 hours later, this poor soul can remember only a half a dozen of them favourably.

Which means tens of millions of pounds are wasted each day by those who fail ...