I happened to be sending a marketing message to the marketing and creative team. In the process of doing that, it occurred to me it was probably worthwhile publishing. It sounded like this.
In the development of creative materials for marketing, the following protocols are always relevant:
More particularized is always more compelling.
More personalized is always more intimate.
More individualized is always more influential.
It’s not about process; it’s about the state of mind in the creative efforts. When these three protocols are used, the tone of the marketing pieces will shift dramatically, and their effectiveness will benefit even more substantially.
Original writing date: 01/28/08
2 Responses to “State of Mind”
1. Earl Howell Says:
February 11th, 2008 at 1:06 pm
The word you are looking for is “Relevance”. Marketing materials that are neither particularized, personalized or individualized are basically deemed irrelevant by recipients and, for the most part, are immediately disposed of in the trash.
In the words of Benjamin Franklin: “If you are to persuade, tis better to appeal to interest rather than intellect.”
2. Earl Howell Says:
February 11th, 2008 at 1:34 pm
Oh, forgot to mention, for those of you who didn’t know, Benjamin Franklin
was a scholar, publisher, inventor, political statesman, advertiser and a superb marketing guru. Member – Advertiser’s Hall Of Fame. I’d say he knows what he’s talking about…………