What can we learn from the world of advertising? That ads that are intrusive or annoying might stand out for some, but billions are spent each year, in every country of the world — surely something has been learned that can have direct applicability to us?
Effective advertising shares a number of key attributes. Consider this advertising checklist:
- Is the ad matched to the intended audience?
- Does the ad stand out from the noise of other ads?
- Does the ad have a clear message?
- Is it memorable?
- Does the ad build on – and help define – the underlying brand of the product?
- Is it free of silly mistakes?
All common sense, yet whenever we “advertise” our message, in proposals (or resumes), our efforts rarely measure up. We become lazy, relying on boilerplate, memorized presentations, and content that is irrelevant at best.
This week’s action item: It’s not just sales pitches that can be improved, but all of our communications: from simple emails, to resumes, to complex proposals. This week, make sure that whatever you say or write catches the eye (or ear) of the audience. Before you deliver it, run it through the advertising checklist first.
Note: The Make It Happen Tipsheet is also available by email. Go to www.RandallCraig.com to register.
Randall Craig
www.RandallCraig.com
www.ptadvisors.com
