Marketings Nuclear Weapon

Three seconds. That's what you have to convey your message. Creativity is the strategic weapon that allows us to capture those few precious moments of attention from busy consumers in our increasingly competitive, time-crunched environment.

Focus groups tell us that time is a precious, yet dwindling resource. Attention spans are dwindling, as well.

Many forces condition people: competing messages, special effects, quick cuts, pop-up videos, too much media. We should not totally surrender to these trends but instead look at the yearnings they reveal: a desire for simplicity, efficiency, truth, and quality of presentation.

When we design and write marketing communication material we must recognize a very fundamental fact: we are interrupting someone's day.

The fact that they chose to read, hear or view our message places a great responsibility on us to present this work as best we can. All the elements should contribute to a single point. A single reason for being there. Add something and it is excess baggage. Take something away and it's thin soup. The balance is critical.

And, we can't underestimate today's consumers. They are smart and we must not fall prey to communicating to the lowest common denominator. Consumers demand creativity, and ultimately they are who we work for.

Do The Math

It adds up to this: the increasing need for creativity. Thinking beyond the rote. Asking why and why again. Researching. Feeding the mind. Looking at the situation from a different angle. Parking your biases at the door.

Once you've done the research and asked all the questions, it's time to let ideas flow, not just on concepts, but also on content, medium, style.

Quick example. A small New York lingerie store with virtually no budget wanted to boost business. Its ad agency had an idea: paint messages on the sidewalk within eight blocks of the store. The messages read, "From down here, it looks like you could use some new underwear." Business exploded.

Creativity isn't just a flash of lightning. It is a deliberate, disciplined process that anyone can follow. Now, go be creative.

Harry Hoover is managing principal of Hoover ink PR. He has 26 years of experience in crafting and delivering bottom line messages that ensure success for serious businesses like Brent Dees Financial Planning, Levolor, New World Mortgage, North Carolina Tourism, Ty Boyd Executive Learning Systems VELUX and Verbatim.

Free Sample Sales Letter: Example of How to Write a Persuasive Business Marketing Letter

Here is an example of a business-to-business sales letter mailed to auto dealers by a... Read More

Universal Principals That Guide Business Growth

Universal principals are those "self-evident" truths that have guided brilliant minds and withstood the test... Read More

Michael Jackson, Classic Marketing Blunders And Your Wallet!

You couldn't help but be captivated by the unbelievably cute kid with the amazingly controlled... Read More

Trade Show Display Booth ? A Marvelous Contact System

Trade show booths are one of the best direct contact systems with end consumers. The... Read More

Prepare Your Communications For Growth

As the American economy emerges from recession, many businesses are now reexamining their marketing... Read More

Money Making Real Estate Marketing Ideas

Real estate marketing is a lot simpler than most Realtors make it out to... Read More

Marketing On The Cheap: Join The What?

Your local Chamber of Commerce.Now before you stop reading, I assure you this really works,... Read More

Direct Mail Response Rates Low? Eliminate These Mistakes

Are your direct mail response rates lower than you expect? Check your sales letter or... Read More

Promotional Products

As a promotions director for a lot of super markets, one of my key responsibilities... Read More

The 7 Commandments of Marketing

Marketing is the key to success with any business, online or traditional. You can have... Read More

How to Brief a Marketing Agency

A new client recently emailed us a brief here at Mano Design. It was very... Read More

Key Marketing Strategy - You Need To Stay Visible!

If you want to get consistent results from your marketing, you need to stay... Read More

Developing A Focused Marketing Strategy

You want all of your marketing messages to have a single focus, so they... Read More

Top 5 Kick Butt Marketing Requirements

Cinch your success with 8-second leaders! Step into the saddle and ride to the buzzer... Read More

Marketing to Success on a ZERO Budget

TOP 10 TIPS TO GET YOU MARKETING TO SUCCESS ON ZERO DOLLARS!I come across so... Read More

How To Make More Money

The biggest crime in small businesses today goes unnoticed by most outsiders. It is not... Read More

Insiders Secret to Selling Mailing Lists

If you've got a mailing list of at least a thousand names or more, you're... Read More

Attract More Clients by Raising Your Profile

One of the most common issues I'm asked about is how to raise the profile... Read More

Medias Dirty Little Secret

I'm constantly amazed by all of the media reps from all of the different media... Read More

An Example of Understanding Consumer Thinking

A church in my community provided me with one of the best examples of understanding... Read More

Tips For Developing An Effective Questionnaire

Developing the questionnaire is undoubtedly the most important part of conducting a survey. The quality... Read More

The Forgotten Market

There are a great many online business people who are forgetting the potential that this... Read More

Marketing Through Associations

©2004 Jeffrey DobkinIf you're in direct marketing, you're continually looking for new list sources... Read More

Business Card Design - How to Stand out and Get Noticed

One of the most powerful, yet over looked weapons in your marketing arsenal is... Read More

People Do Business with People They Like

People do business with people they know and... Read More

Lessons Learned at the Harvard Business School

"If God wanted to create a perfect punishment for a high achiever, then He would... Read More

Standing Above The Crowd

In today's highly competitive business environment it is critical to find ways to separate yourself... Read More

Marketing From Both Sides Of The Ball

In the world of business, marketing is often conveyed as a game. It is... Read More

More Marketing Dope

Direct marketing can make you very successful, but you've got to understand the basics.... Read More

Hold Onto What Youve Got

You probably spend a great deal of your time looking for new customers or clients.... Read More

How to Save Thousands on Your Marketing

Marketing can be expensive. It doesn't have to be, but sometimes you will spend more... Read More

Matrix Web Sites - Scam or NOT?

While I am not talking about the movie "Matrix", you may be wondering like many... Read More

Distinguish Your Business From The Competition

You followed time-honored online marketing techniques to the letter: you have a great web... Read More

Key Marketing Questions - Planning Your Marketing Campaign

So you started a business. How's it going? Did you think about marketing when... Read More

Ditch Coupons Before Customers Ditch You

Everyone wants to feel like they're getting a good deal. Merchants often attempt to capitalize... Read More

Three Simple Keys Will Make Your Customers Stick

Do you spend a lot of time and energy courting prospective new customers, hoping to... Read More

Whats In It For Me?

Sometimes, one of the most difficult things to teach beginning sales professionals is the difference... Read More

Develop Your Curiosity And Increase Profits

If anyone was to ask me what my greatest strength was I'd say curiosity. The... Read More

Building Credibility for Your Business

Small companies that rely on business-to-business sales often find it difficult to be seen as... Read More

How Prince Connects With His Target Market!

While Internet legend (and young pup) Frank Kern would have you believe that I'm so... Read More

How Can I Break Into Cliques?

Have you ever gone to a networking function and seen THE person who you feel... Read More

Creative Online Marketing For Salespeople and Business Professionals

New to a sales career? Want to market yourself but don't have the money to... Read More

Whats In a Business Card?

Over the years as I have attended trade shows, networking meetings, chamber events and more;... Read More

Receiving a Brochure Printing Quote

Brochures are a great way to get your message across. While having a brochure can... Read More

Consider Consumer Psychology

In your marketing efforts, be they on or offline, it's wise to consider the... Read More

4 Easy Ways to Get Free Marketing Exposure

Are there really ways you can get valuable marketing exposure without spending any money?... Read More

Common Exhibit Marketing Mistakes: Ten Tips on How to Avoid Them

The key to great exhibiting is marketing. But marketing is a very inexact... Read More

Why Instant Gratification Marketing Condemns Businesses To Losing 90% Of Their Potential Customers

Most businesses target only people "ready-to-buy". These hot prospects are "Now Buyers" because they've been... Read More

Take It To The Customer

In the past, purchasing ad space was the solution to every entrepreneur's marketing challenge.... Read More

Incentives For Customers? Whats New?

Lost & Found for the 21st CenturyHere in the 21st century our lives have become... Read More