March 10, 2008
Recently I helped a business with their company brochure. They began the process by adding content centered on features and benefits and filling the gray areas with related pictures. By the time I reviewed the piece, the number of messages and images contained in a small tri-fold were overwhelming.
During my initial discussion with the proprietor, we stepped-back from the piece and considered the overall strategy. In my experience, marketing folks tend to "jump" into the creative aspect of the assignment and leave the plan out of the process. This is true with professionally staffed medium to large organizations as well! Why is this the case?
The allure of a creative process is more appealing than the strategic planning process. When building a house, you obviously start with a blue-print before picking up a hammer. When creating a company brochure, the approach should follow the same steps. Many firms believe you'll squash any brilliant ideas by being too pragmatic. The tendency, therefore, promotes brainstorming in lieu of any planning.
May we suggest you begin the process with your targeted audience and work your way back to the delivery medium. This is called "outside-in" thinking. In simple terms, list the desires of that group and what problems they are trying to solve. Once your basic message has been sorted out, keep the remaining content on target. If you use pictures or images, make sure they support the core message. A simple rule to follow - every word and image should support one significant Value Proposition.
A value proposition? Yes. What value can you deliver better than your competitors. Why are you different. Why is that important to your target audience. Remember - people are trying to solve problems everyday and if your message is unclear or confusing, they will move on to one that isn't.
Once last comment - Sony owned the music player market with the Walkman during the 1990's. They didn't realize the problems faced by carrying around CD's, handling, or practical use on a daily basis. Music hard drives were around long before iPod came onto the scene. May I suggest that Apple considered the problems of mobile music and build an offering to solve those issues (compact, easy to use, connects with iTunes music store, cool design, etc.)
What does iPod and your brochure have in common? Understand your audience first and build a business around their issues. Create a strategy to communicate in their terms and language. Next, articulate your solution in a clean and clear medium. Finally, be sure to deliver on that promise you made.
Recently I helped a business with their company brochure. They began the process by adding content centered on features and benefits and filling the gray areas with related pictures. By the time I reviewed the piece, the number of messages and images contained in a small tri-fold were overwhelming.
During my initial discussion with the proprietor, we stepped-back from the piece and considered the overall strategy. In my experience, marketing folks tend to "jump" into the creative aspect of the assignment and leave the plan out of the process. This is true with professionally staffed medium to large organizations as well! Why is this the case?
The allure of a creative process is more appealing than the strategic planning process. When building a house, you obviously start with a blue-print before picking up a hammer. When creating a company brochure, the approach should follow the same steps. Many firms believe you'll squash any brilliant ideas by being too pragmatic. The tendency, therefore, promotes brainstorming in lieu of any planning.
May we suggest you begin the process with your targeted audience and work your way back to the delivery medium. This is called "outside-in" thinking. In simple terms, list the desires of that group and what problems they are trying to solve. Once your basic message has been sorted out, keep the remaining content on target. If you use pictures or images, make sure they support the core message. A simple rule to follow - every word and image should support one significant Value Proposition.
A value proposition? Yes. What value can you deliver better than your competitors. Why are you different. Why is that important to your target audience. Remember - people are trying to solve problems everyday and if your message is unclear or confusing, they will move on to one that isn't.
Once last comment - Sony owned the music player market with the Walkman during the 1990's. They didn't realize the problems faced by carrying around CD's, handling, or practical use on a daily basis. Music hard drives were around long before iPod came onto the scene. May I suggest that Apple considered the problems of mobile music and build an offering to solve those issues (compact, easy to use, connects with iTunes music store, cool design, etc.)
What does iPod and your brochure have in common? Understand your audience first and build a business around their issues. Create a strategy to communicate in their terms and language. Next, articulate your solution in a clean and clear medium. Finally, be sure to deliver on that promise you made.
