Creativity Isn’t Everything

I’ve never understood creative advertising awards. I’m more interested in knowing how a product or service can help me, not how cool the ads and marketing are. Many of the people I talk to think similarly. We don’t care that you used the latest technology to make your graphics look “cool.” Or that you hired the hottest “it” guy or girl to hawk your wares.

We want quality. We want reliability. And okay, sometimes we do actually want cool, too. But we don’t want our ads to be cool — we want to feel cool or interesting. Can your product do that? Does your advertising show us?

We want to save time and money. Does your marketing tell us how you’ll help us achieve that? Can you help us get the boring stuff done so we can spend more time with friends and family? Or can you give us enjoyment out of the time we do have together?

Creativity in your marketing is important. You want to find a way to stand out. But don’t do it just in hopes you’ll get some sort of award. Be creative so you can make the sale. Wow us. Creative is great if you show us something we haven’t seen before, as long as it interests us enough to make a sale. If it doesn’t try to close the sale, it fails.

Your customers don’t care if you have award-winning advertising. It’s all about them, not you. So what are you going to do in order to make it about them?

image: sxc.hu