We’ve all heard the famous McLuhan phrase “the medium is the message.” Unfortunately, it seems that many advertisers now feel that not only is the medium the message, but that they don’t even need a real message to begin with.
New media choices — such as social media and other digital channels — are attractive to marketers because they promise high degrees of interaction and message exposure at low cost. Regrettably, in many cases prioritizing these new channels has changed the focus from “generating ideas that connect and sell” to “trying to think of things to say two or three times a day.”
Successful ad campaigns are built around a central idea — a compelling and memorable insight that captures the audience’s attention, sticks with them and influences them to act. This is the basic principle that has built successful brands on a local, national and global scale for generations. New media has not changed this basic principal of successful selling.
How do you know if your advertising is built on a great idea?
- A great idea will seem obvious once you see it — and you’ll be surprised you didn’t think of it before.
- A great idea can be articulated in one sentence. If it can’t be, then it’s likely that you’re just talking, not persuading.
- A great idea will get you excited. It’ll put a knot in your stomach and make your skin tingle.
- A great idea will work in all media — from a brochure to the web to Facebook to television to mobile to outdoor.
- A great idea is not dependent on a specific typeface, image or creative style. It can be expressed in many different ways.
- A great idea will not tire easily — it will last through multiple campaigns over multiple seasons and grow with your business.
- A great idea can truly transform your business.
Creating a social community online can be a great way to connect with customers. But the effort to do so is wasted if there is not central selling idea around which the dialogue has meaning and the brand is built. If you don’t have one, you’re not selling, you’re just talking.
