The Elements of a Communication Strategy
The Strategy Is the Blueprint to Building a Persuasive Message
To make persuasive advertising that works, we don’t try to wing it on the fly. It is not a flash from the fast brain. We engage our logical brains and put them in control of the direction for the process. We will be designing the treasure map to what we want to achieve to focus our efforts.
To guide us, we construct a template based on an argument flow that should lead to the end benefit. It will be the framework, the paradigm, the blueprint for all communications to persuade people with our selling idea and convince them to buy into it.
We call this the communication or creative strategy. It is constructed by the slower logical brain ...
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