Many think that a truly effective marketing campaign is nothing more than an illusion. We believe that effective marketing is not only real, but really very obtainable. In marketing communications, strategy is not just a project in a binder - it is a way of thinking. Creating selling messages without strategy is like trying to nail pudding to the wall. Once everyone agrees on the strategy, then it is time to go for as much attention as possible.
Marketers get bored with their own messages long before their prospects do.
Creating marketing communications should be a thoroughly enjoyable process. Now I am miles away from Madison Avenue, yet these lessons have stuck with me. Starting with a strategy makes the creative process more manageable. The creative process relies on the strategy to focus the search for a Bigger Idea. When your message contains a Bigger Idea, you will want to use it more consistently.