Cursing is “plain English” and – exactly as we use it verbally – you can use creatively to add “color.” I would not suggest dropping an F-bomb.
This ad, the final “punch-line" in a series, was sent ten’s of thousands of times in hardcopy direct mail, magazine, email and online. It did damn well.
Prospects and clients don’t really hate sales and marketing people. They hate wasting time with "smile & dial" people that don’t understand the surrounding factors that effect/affect their problems ( ..and thus YOUR solutions.)
Sieze every opportunity you can, even light humor, to illustrate “your company is in the niche and in the know.”
Geeky, insider Investor Relations joke made for a special NIRI BOSTON Chapter meeting held at Fenway Park. Branding, etc was on the back. HAH!! I also gave one to Senator Oxley.
g
I don’t even want to describe to you the quality of ads in the “smelting industry.” It was very easy to visually differentiate these 1/4 page B&W ads.
If memory serves me, this was my first professional “series.”I took the photos too.
The purchasing department was having nightmares deciphering complex system orders that came in from our distributor network (900!). I simplified the entire order flow with a 11 x 17 form (to accompany the awful web-purchasing version). We sent branded highlighters with the forms and told people to trace the route... to the "close."
The CEO was shocked at how simply our complex systems COULD be ordered. Head of Sales especially liked the big “PLACE ORDER” button!
Conference attendees are BOMBARDED with pre-show messages. Team up with other brands to create a combined, larger promotional presence and less overall junk mail distractions for recipients.
Not only did I get the association itself to contribute THEIR brand, the partners each donated two iPads each. VEEEEEERY simple to execute. No cash changed hands. This card was hardcopy mailed twice and placed in the conference bag (with the actual button).
B2B buyers may not be impulse shoppers, but they ARE shoppers – so the same tactics of “creative engagement” apply (more so in a very conservative niche). Once you have their interest, then you can follow through with the essential “tell me more” content. You know, the dull part.
This “over the top passion” concept generated a lot of leads and reinforced what clients would often tell us “I love you guys!” Due to tighter SEC regulations, clients became very hesitant to offer us documented testimonials, so I made these obviously faux ones.
I am all for creativity, but "art for art's sake" can bury the message... and the resulting revenue.
Can you tell this inside front cover two-page spread ($$$) is an ad for a app that organizes expenses for business travelers? YIKE - such a huge CONCRETE pain in the ass pain point wasted! Much like form follows function in architecture, creativity follows communications in marketing.
Pummel? Back office? (click image to enlarge)
Stock images are an affordable visual foundation for your messaging BUT you need your concept first… THEN go find and embellish the images that will fit your messaging. Fire your agency IMMEDIATLY if they do it the other way around.
Because of my Madison Ave. advertising background, I am a better corporate marketer: I instinctively gravitate toward the messaging execution of “how to tell the story” visually. This is especially important for products that are inherently visually dull… like most website based services.
