It's easy to get sucked into the ego game if you're in the ad creation and communications profession.
What I mean by that is it's easy to come up with an arty creative angle for a product or a service, even for an idea, a concept or a thought...
And yet...whether or not the finished piece creates and makes a difference in the hearts and minds of those people the ads are targetting, that's neither here or there for most who create such things.
Why?
Because most are infatuated with having their names up in lights, their ads be up for the much heralded creativity awards, for the accolades and back patting, for the high murmurs of appreciation, high fives and well done's from those high up in the creative making organisation's ivory towers.
That's more important to them.
It's how they've been trained.
However...
That's actually NOT the same agenda if one's money and livelihood is tied to creating results and sales.
And for most entrepreneurs and business owners who aren't dazzled or caught up in chasing the false 'advertising Oscars' equivalent, their entire focus has to be in optimising the whole A to Z process in creating winning advertising campaigns and promotions.
And let me repeat --
... if your ads and marketing communications are NOT making a powerful contribution and obvious difference in the lives of those you're targeting your ads and promotional pieces to, then guess what...
--- you're not going to make many sales.
Of course, if you decide to lie, exaggerate, falsify and hype up the merits and value of your products and services... just so you can experience an initial cash flow surge, then you can be sure that you'll soon be found out.
Because that's what happens when you sell shoddy or sub standard goods and services.
You'll get found out.
The word'll get out.
And in this mad and intoxicating social media connected world, news spreads faster than wildfire.
Especially if it's of the ugly kind.
And like hearing it or not, most people love spreading misery, love dishing out the horrible gloomy experiences they've had.
They'll tell anyone who'll listen.
And yes...
Once that batten gets passed, it'll carry on getting passed... it'll not get dropped anytime soon.
So how can you fix the problem, the problem of not getting enough sales and primarily only focussing on creativity and splash, just for the sake of creaivty and splash?
Here's one answer...
Zero in on the difference making your product or services solves or fixes for your prospects, better than anyone else's offering does.
And, tell that account in a fresh, compelling and excting way.
Of course, if you're after awards and gongs rather than sales and happy customers, then it doesn't matter what you've read here because nothing will have any impact or interest for you whatsoever.
If you're not driven by awards and oscar winning speeches, and instead, want high value ads, here's a place to make an enquiry about it - raja.hireker@gmail.com
