Starting with air

You just got an assignment for the latest and greatest whatever.

And you’re starting where we all start — with, well…air.

Got to make it interesting, compelling, creative.  This air you’ve been handed must become a solid.

But you’re stuck.

Where to now?

After getting the brief, which is all too brief, don’t hesitate.

Bounce ideas around.

Do something. Scribbling anything is better than nothing.

Bang out a word.

Sketch a rough image. Do another. And another.

Make an observation.

Go positive. Go negative. And then go positive.

If you have a little time – that’s a luxury these days — let it marinate.

Sometimes what’s called “writing in a rage” works. Just start writing or designing whatever pops into your head that’s at least tangentially on the subject or selling point and go from there. You can start far afield, but keep at it and eventually you’ll get back on point and end up with something that’s right.

It doesn’t matter how you get there. What matters is getting there.

The point of all this is that when you encounter a block – either of the writing or designing variety – get going. Don’t hesitate. Don’t hold back. Knuckle down and get ‘er done.

Just do it.

For more on Bob: www.BobDevol.com

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Pardon me, your marketing statement is showing.

Have you heard the radio spots for Ovaltine? Hopefully you missed them or, more likely, you heard and ignored them. These spots are classics of a commercial genre called, “Idiot and Know-It-All.”

In these awful spots the unusually jocular “”know-it-all” spews a litany of product selling points directed at helping his or her companion, the rapt “idiot.” They usually have the same ending: the eternally grateful “idiot” thanks the “know it all” for the tip followed by a weak joke and mutual forced laughter.

This drivel is often the result of a misguided marketing manager who thinks advertising is about spewing selling points.

And it’s not confined to broadcast. Cutting and pasting a marketing statement is common across all media – print ads, brochures, online, it’s everywhere.

Here’s a tip. Don’t do this. Ever. And if you are, stop it. Now.

Effective advertising begins and ends by recasting your marketing statement into a compelling story narrative with emotional, impactful visual and verbal hooks to draw your prospects in, hold their interest, and act on what you’ve presented.

Dramatize your selling points with flair and style and you’ll cut through the advertising clutter like a chain saw through tofu.

Want examples? Just open any advertising awards show book or check out Communication Arts magazine. Remember that this goes for all media, including online, offline, any line. Also all segments: B-to-B, B-to-C, or any other “C.”

For more on me:  www.BobDevol.com

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