It??™s difficult to think outside the box in business. Not only because imagination doesn??™t come naturally to all people, but also because creative marketing requires you to walk a fine line between original and just plain silly.
When trying to think up a creative campaign, you must keep in mind three basic principles:
1. Make a proposition to the consumer. Tell them why they should buy this product or this service and explain the benefits that come from buying.
2. Make the proposition unique. It must be something that your competitors do not yet offer.
3. Make the proposition strong, as in emotionally affecting. Whether you use humor or sentimentality to sell your product, your message must be capable of moving millions of customers to take action??”to buy your service.
It??™s amazing to behold how many companies seem to forget these basic principles and embark upon ridiculous campaigns that are all style and show, but very little substances.
Think about all the commercials on television that you hate. Analyze why they are frustrating. It may be because the commercials have little to do with the product and because they are insulting your intelligence in some way.
That??™s all well and good, but how do you come up with that ???edge???, that ???it??? that separates innovative companies from standard startups? Try focusing on the mindset of what most viewers are thinking??”in general or specifically as regards to your subject.
Rather than make the advertising campaign about you, and what your company vows to do, appeal to your audience??™s intellectual and emotional needs.
Thinking outside the box doesn??™t mean thinking so far beyond human comprehension that you create markets that don??™t even exist. It??™s about learning what everyone else is thinking, and then thinking one step ahead of them.