What is Your Message Worth?

The Cost of Concepts… You Pay For What You Get

By Wizard Associate Anna Gerard, strategist & copywriter

"The biggest risk in marketing and advertising is not seeking professional help."

Look closely at your last media bill.  If the media takes care of your creative, I want you to bypass the cost of the ads, and look for the cost of the creative concept… Do you see it?  

The cost of a creative concept is usually the smallest, most minute part of the bill, but it’s the one thing businesses will niggle and argue over paying.  So take the time to stop, think and ask yourself - What is your message worth?   Make no mistake the rest of that bill buys air time, space or size… not concept… So the question becomes - Is your message really worth so little?  

I’ve heard countless businesses talk about their products in relation to a competitors by using the old saying “you pay for what you get”.  Guess what, that same rule applies to creative concepts and intellectual property… that’s our product and you pay for what you get.  

How much are you paying? 

How much are you getting?  

Big business spends big money on advertising and equally big money on concepts and strategy… (Remember Carlton Draughts big ad – final budget for production - $1Million). 

Why pay so much?  Because if you get the concept / strategy wrong...  you are going to flush your ad spend down the toilet.

I’m not saying race out and hire yourself a creative agency.

I’m saying realise how important your message is. Decide what you are willing to pay to get it right, then factor it in to your overall advertising budget. 

Remember - a good message and a smart concept can be multi-platformed across all media and be the catalyst for great profit and growth.

Whether the product is a plasma TV, a new car, or conceptualisation… You pay for what you get.

The Editor: Your core message or strategy, is what determines the success of your advertising. Your media choice is purely secondary. So who is determining your message, your strategy... the local radio station, your media sales rep, your spouse, your well meaning friends? Are any of these people qualified to advise on such a critical factor in the success of your business?