Ask those who create the ad and marketing promotions that fizzle, you'll get a number of excuses as to WHY the whole thing flopped.
Of course, none of those excuses or reasons, would be zeroed in, or targeted at, the creators of the flop.
The MESS, naturally, belongs to others.
Naturally.
However, with careful sleuth like investigation, if we dig deep, we'll uncover a few hidden truths.
For example; if those responsible for creating the non-productive, were asked exactly on what basis did they create the promotion, there'll probably be a lack of successful models that would have been referred to. You may instead, get a messy summary of how 'their creative minds' were looking for that compelling hook and it just wasn't right because of XXXXXXXXXXXXXXXX - and you can fill in X with whatever you want because that's exactly what it would be filled in with...
...whatever they could come up with!
There's a disciplined science behind creating advertising and marketing that... WORKS.
And, it's NOT by scratching one's head and saying..." LET'S TRY THIS, IT SEEMS LIKE A GOOD IDEA". - which seems to be the avowed strategy and mantra of the dull and lazy.
Of course, if it's client money on the line and NOT the advertising or marketing people's money, then... anything goes (Which invariably means... a lot of client money gets flushed down the toilet with the client being none the wiser because there's (obviously!) no tracking or accountability as to how the advertising and marketing performs from a money and sales standpoint)
That's not true for the savvy, switched on, responsible marketer or agency team of specialists who are focused on results, on positive ROI - and NOT on winning awards, applause and accreditation for 'outstanding' work.
These people refer to models of past success. They refer and read the (classic) books on salesmanship and accountable-based marketing and advertising. (Tested Ad Methods by John Caples, Scientific Advertising by Claude Hopkins, The Robert Collier Letter Book by Robert Collier, Ogilvy on Advertising and Confessions of an Ad Man, both by David Ogilvy, How to Write a Good Advertisement by Vic Schwab, Secrets of Successful Direct Mail by Dick Benson...)
They tell the TRUTH about the product or service in an enjoyable and irresistible way.
The whole creative aspect is based on (and driven by) customer, product and company Integrity.
And what does INTEGRITY mean in this context? It means standing for something, honouring your word (by that, I mean telling the truth about what the company does and what the product or service actually does for the user) and delivering the message in a way that captivates, engages and... SELLS.
Most advertising and marketing doesn't match up to that because the creators of such efforts don't match up to owning much of that themselves - truth and integrity.
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