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.

Five Steps to a Web Site That Sells

I'm always amazed that people would spend months to develop their web site, pay thousands... 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

How to Add Warmth, Color & Texture to Your Advertisements

"?A powerful agent is the right word?" --Mark TwainAnd what true words those are! Your... Read More

Big Money With Folios

One of the easiest, if not the easiest, ways of getting startedwith a profitable mail... Read More

The Top 10 Ways to Market your Business or Professional Practice Without Networking

While focused, strategic networking is usually the most efficient way to build your professional practice,... Read More

Marketing And Patience

"Get your positioning and your programs implemented properly, and the numbers will come. But you've... Read More

A Pass / Fail Test for Any New Market

If you are considering entering a new target market, with an existing or new product... Read More

Ten Crucial Questions

Ten Crucial Questions for Your Business Future I'm a business coach. I've worked... Read More

New Years Planning Critical Success Factors

New Year's is a good time for strategic planning or re-planning your business. But don't... Read More

Budget Marketing: Managing Your Marketing Money Wisely!

There's a saying that half of all marketing efforts are wasted, but it's impossible... Read More

Do You Make These 5 Common Marketing Mistakes?

The famous P.T Barnum once said, "Without promotion, something terrible happens, NOTHING!" And marketing... Read More

8 Instant Ways to Create Consistently Successful Marketing Campaigns

It's almost a given that when I speak to a new client, she tells me... Read More

Getting the Maximum Marketing Mileage Out of Your Nametag

As a small business owner, you must always explore creative ways to promote your products... Read More

Collecting Customer Data The Easy Way

Market research is a critical component of any marketing strategy. There are many expensive... Read More

How Simple, Small Changes Can Add Real Money To Your Pocket

I want to share with you a story. This story happens everywhere and everyday in... Read More

Marketing Planning - Preparation and Accountability

We all know the saying, "Failing to plan (prepare) is planning (preparing) to fail." I... Read More

The Illusion of Print Mail Services

If ever there was a lazy way to easy profits in mail order it hasto... Read More

Eliminate Your Competitors With 2 Simple Steps

In business, having competitors goes with the territory. There's almost always someone selling the same... Read More

Standards for Dry Washing and Pressure Washing in Mobile Car Care

The industry standard for mobile washing is completing the car and removing the dirt so... Read More

Increase New Customer Traffic to Your Business

One person tells another, who tells another, who tells another and so on. You get... Read More

Eight No Cost Ways to Market Your Business

Are you trying to promote your business with a tiny marketing budget? Opportunities are... Read More

Niche with Passion and Reap Your Financial Rewards

One of the keys to creating a successful business is finding a market niche that... Read More

Thinking About More Business

What does an old Russian joke have to do with getting new... Read More

How To Get Celebrities To Endorse YOUR Product

How would you like celebrities to endorse your product?Perhaps that sounds crazy. Well, here's the... Read More

Sponsorship: A Key to Powerful Marketing

Sponsorship is the fastest growing form of marketing in the U.S. It is still... Read More

Whats Your Marketing Weak Link?

Your marketing weak link could be undermining the rest of your marketing. It... Read More

Mastering the ABCDs of Small Business Marketing & Selling

I believe that small business marketing and selling follows a certain flow. The pace... Read More

Client or Customer? There Really Is A Difference

Some people use the words "client" and "customer" interchangeably or generically. I'd like you to... Read More

Don?t Put All Of Your Eggs Into One Basket

I vaguely remember a particular story from my childhood. It had something to do with... Read More

People Arent Interested in You or Your Company

Does your Web site talk about your company? Yes, I know, it's your company Web... Read More

10 Important Marketing Tips

Each of the following Ten Marketing Tips is based on a highly effective but often... Read More

The Real Marketing Genius

I spend a lot of my time reading books and listening to... Read More

The Benefits of a Marketing Plan

What is a Marketing Plan? Marketing is to do with matching the features and benefits... Read More

Winning At Business With Your Marketing Game Plan

Stuart from Colorado had talked to a number of marketing firms and gotten estimates... Read More

Loyalty Cards Systems ? Beware, Some Should Be Avoided

Recently, I discussed a loyalty card system with a vendor who was selling quite a... Read More

Did You Know Your Mind-Set IS Your Problem?

How To Save Yourself From The Pits of Marketing Cyber Hell!"Your Mind-Set IS Your Problem!"Did... Read More

Beware: Marketing Sinkholes Ahead!

Life provides your business with enough opportunities for failure. Don't help it along by creating... Read More

How to Size an Emerging Market

In developing their business plans, companies of all sizes face the challenge of determining the... Read More

What to Include in Your Marketing Plan Write-Up

For those new to marketing planning, the thought of completing a plan from start... Read More

Sowing and Growing Your Network

The N-word! We all know the value of networking and we feel we should be... Read More

Basic Marketing Dope

Sometimes the simplest data is the best. Marketing is not complex if you know the... Read More

How to Use Marketing Judo to Beat Big Competitors

If yours is a small business and you have big or even huge competitors, you... Read More

Dont Use Yourself as Your Pricing Yardstick

"I wouldn't pay more than what I charge now."If you are not a member of... Read More

Twelve Places to Buy a Mailing List

©2004 Jeffrey DobkinThere are two types of lists, determined by their origin: compiled lists and... Read More

Fundraisers - How to Raise Twice the Money With Half the Sweat

If your members, parents or donors wear clothes, watch t.v. or read ... Read More

When You Need More Than Magic To Keep Your Marketing Going

It is easy to focus on what remains outstanding and not seewhat you have accomplished... 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

A Business In One Sentence

Marketing expert and author, Geoffrey Moore, has a useful fill-in-the-blank method for creating a theme... Read More

Stretching The String: Five Tips To Maximize Your Marketing When You Are On A Shoe String Budget

"I know I need to market my business in order to grow my business, but... Read More

Top 5 Tips For Media Selection

Marketers have a wide variety of media at their disposal. Most of us think first... Read More