In This Chapter
Creative. The very word turns confident people queasy and rational people giddy. It prompts marketers to say such outrageous things as “Let's dress up like chickens” or such well-intended but pointless things as “Let's cut through the noise” or “Let's think outside the box.” Far less often will you hear the conversation turn strategic, with statements like “Let's talk in terms that matter to our customers” or “Let's define what we're trying to accomplish.”
This chapter helps you set communication objectives and steer past the mistakes that shoot too many ad efforts into the great abyss, where wasted dollars languish.
Note: The first three sections of this chapter apply to small business owners doing your own marketing, whether you present your marketing communications in person, online, with print or broadcast ads, or through direct mail. If you place ads in traditional mass media outlets such as newspapers, magazines, and broadcast stations, stick with this chapter to the end for information on scheduling and evaluating your ads. For info on using digital communications, including social media, turn to Book V Chapter 6.
Copywriters and designers are talented ...