That’s the first question Dave Florin, president of Hiebing, a PR agency in Madison, asks when it’s time to evaluate an ad campaign or PR strategy.
Here’s a few more bits of wisdom shared:
- Most marketing philosophies speak over the heads of people. Every strategy needs to pass the “So what” test. If it passes the “So what” test, then it’s much more likely to be paid attention to.
- Sensitive + awesome = sweet spot
- Relevant + differentiated = sweet spot
- Know who the product does not appeal to
- “Compelling stories are engaging, simple, portable. . . at the end of the day, there is a person there.”
Businesses try to appeal to everyone and waste money on it. The way to good writing is to write to a single person that fits your target. The same goes for creating ads. Create an ad with one person in mind. Every newsroom and broadcast station that I have visited, I can always find a poster of a person that is meant to remind everyone of who they are supposed to be writing to.
Who do you write to? And do they give a $%*@?
Garth Beyer is a Certified Cicerone®, Senior Content Specialist at Encompass Technologies, owner of Garth's Brew Bar and a Madison-based freelance writer.
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