What are you selling?

By admin | creative, marketing, print media, advertising campaigns |

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By:  Kevin Robinson, ACS Advertising Creative Director

OK, so you don't have a product. But then again, maybe you do. What is the "thing" you are trying to get out to the masses? Is it an opportunity, a service, or a feeling perhaps? More than likely it is your brand message you are trying to convey and communicate—but you're just not sure how. Well, we can help.

For many of our clients they are selling these exact types of "things." Yes, we do a good number of campaigns and creative work that support product brands, but our most focused experience lies in the creation of campaigns that support something more "untouchable" and abstract in nature. That's not to say that these types of things cannot be "sold.” Not only can you sell it, but you may play a key role in the development of the product itself!

Think about the decisions you are involved in making on a day-to-day basis—and how that shapes the product that you are responsible for selling. What's being done to make this "product" easier to sell? And maybe even more importantly, is there anything being done that is working against you, or creating obstacles that are keeping you from achieving your department or company's goals?

So when you think about what it is you are selling, don't write it off as just placing an ad for your most recent jobs you need to fill. Think of it instead as an opportunity to "sell" the feeling that someone gets when they actually do take that step and become a part of your company's team.

All of these thoughts, questions and answers should wind up on the table when it comes time to execute on a strategy for your creative.  So these things are not only worth considering—they're crucial to making your efforts worth doing in the first place. It is key to not only carefully consider what it is you are selling, but what is it that is special and valuable to your specific audience?

Do you need help thinking through the strategy for your next creative initiative? Let’s get to work.