Samuel Johnson hit it on the head in 1759 when he said 'Promise, large Promise, is the soul of an Advertisement'. Despite this, marketing is still plagued by jargon, fads and hot air. But we believe three basic principles have stood the test of time – and whatever promise you make, it should follow these:
1) BE CLEAR AND UNDERSTANDABLE: The most memorable tunes, the most fundamental theories and the most profound insights are simple and elegant. E=MC2 anyone?
2) BE TRUTHFUL: Truth always wins. So we dig out the truths about products, services and organisations, then amplify them.
3) BE DIFFERENT: Dr Johnson was dead right when he also pointed out that "Whatever is common is despised". Why look, sound and act like your competitors? Doing things differently is a far more compelling way to attract an audience.
1) BE CLEAR AND UNDERSTANDABLE: The most memorable tunes, the most fundamental theories and the most profound insights are simple and elegant. E=MC2 anyone?
2) BE TRUTHFUL: Truth always wins. So we dig out the truths about products, services and organisations, then amplify them.
3) BE DIFFERENT: Dr Johnson was dead right when he also pointed out that "Whatever is common is despised". Why look, sound and act like your competitors? Doing things differently is a far more compelling way to attract an audience.
SIX QUESTIONS
1) What's your promise?
2) Is it a truthful reflection of what you and what you offer?
3) Can anyone else easily own it?
4) Do you communicate it clearly and consistently?
5) Are all your staff and customers aware of it?
6) Are you proud of it?
2) Is it a truthful reflection of what you and what you offer?
3) Can anyone else easily own it?
4) Do you communicate it clearly and consistently?
5) Are all your staff and customers aware of it?
6) Are you proud of it?
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