[A monthly article written to help you get
more people to buy--or buy in.]
"Our website is just not creative
enough," lamented a new client recently. "It's
stale and lacks spark," she said. "Can you
help us?"
While creativity is a relatively important
aspect of all marketing collateral, in and of
itself, creativity is highly
overrated. Jay Conrad Levinson, the author
of Guerrilla Marketing, says "creativity
should be measured
solely by how well it contributes to your
overall profitability."
In other words, dancing apes in sequined
briefs won't much matter if you don't
also give your audience a
real reason to buy.
Think about a creative commercial you've
seen recently. How about the fire-breathing
hamburger eaters or the guy in the elevator
with the cell phone? How about the one in
which the guy makes out with the female
police officer? All memorable. All
creative.
But let me ask you this: What specific product
were they advertising? I'm betting that like
me, you came up blank on at least two of
them.
Yes, creativity is important and, at Adams
Jette, we pour it into everything we do. But
it's not nearly as important as giving your
customers a reason to buy. And that
means that your website, your advertising
and all of your corporate collateral should
spell out benefits as clearly as possible
and include a nice, strong
call to action. Then, not only will
people know what
you're selling, they might even buy it.
Now that's creative.
