Great Production That Missed The Mark

By Dave Young, Wizard of Ads Partner

Excerpt:

So the point there is it’s ultimately the business owner’s responsibility to make sure that the message, the core values, even if you have a consultant, or an agency…that those core values are being communicated, in a way which meets the customer’s felt need. Not just accomplishing something that’s clever, funny, and creative, and different.

So your goals, instead of being clever, funny, creative, and different, should be informative, believable, memorable, and persuasive. Those are the things that you should be after. So, when we talk about Great Production that Misses the Mark, that’s what we’re talking about. You can go over the top, and make really cool sounding, really cool reading, funky messages, but convince people, to do the exact thing that you don’t want them to do, which is, not do business with you.

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