Forget “Ads” – Let’s Tell Your Brand’s Story!

Some marketing tactics feel like shouting into the void. So ditch the quick fixes and build a brand that truly resonates. It’s time to embrace campaignable ideas.

Think of it this way: your marketing isn’t just about selling stuff. It’s about weaving a captivating story around your brand. Campaignable ideas are the heart of that story – the juicy bits that make people want to listen – and keep listening. It’s about creating concepts that have ‘legs’. Ideas that go beyond single ads or posts.

Here’s the deal:

• Stop the scattergun: Instead of throwing spaghetti at the wall and seeing what sticks, campaignable ideas give all your marketing efforts a single, powerful direction.
• Build a brand message that sticks: Imagine your brand as a character in a movie. Consistent messaging helps people recognise and remember that character.
• Think beyond quick wins: Campaignable ideas build long-term relationships with your customers. They’re not just about the sale; they’re about creating a loyal fan base.

Let’s ditch the “Buy our widgets” and try something a little more exciting:

• Accountant? “Accountants are for life – not just year-end” – ditch the tax jargon and show you care about your clients’ success.
• SEO magician? “Helping your ideal clients find you” – sounds way cooler than just “improving rankings,” right?
• Local bakery? “Baking happiness one loaf at a time” – now you’re talking!

Ready to turn your brand into a star? Campaignable ideas are your backstage pass:

1. Know your audience: Who are these people? What keeps them up at night? (Besides the cat, of course.)
2. Define your brand’s personality: Are you the quirky underdog or the sophisticated expert?
3. Set some goals: Where do you want to go? Have a vision of what success looks like for you.
4. Brainstorm like crazy: Get those creative juices flowing! Bounce ideas around. Don’t be afraid to think outside the breadbox.
5. Find your campaign theme: What’s the one message that ties everything together? This is the gold worth searching for.
6. Create a content calendar: Plan your posts, emails, and other shenanigans.
7. Track your progress: See what’s working and what’s… well, not delivering so much.
8. Never stop learning: The marketing world is constantly evolving. Keep your finger on the pulse!

Building a strong brand takes time and effort. But trust us, it’s worth it. So stop focussing on the one-off “ads” and start telling your brand’s story.

Want a cheat sheet? Grab this free guide and unlock the secrets to creating winning campaignable ideas!

Customers don’t care about your business – all they’re interested in is what it can do for them.

You may be justifiably proud of a new product feature you’ve sweated over. That new system you’ve designed may seem really cool to you. But all the client wants to know is ‘What’s in it for me?’

It’s the old story of features against benefits. You create the features – clients only interests are the benefits those features provide.

So how do you make this work for you?

Get into a customer mindset.

For every touchpoint in the customer’s journey, look at it from their viewpoint. Think like a customer, ask; ‘How will it help me?’ Whether it’s an elevator pitch, a piece of literature, website claim or blog post. Focus on benefit, benefit, benefit.

This is nothing new – but it is one of the most powerul concepts in marketing communications.

Employ a devil’s advocate.

Ask a friend, adviser, or disinterested colleague to challenge all your feature claims with two words; ‘So what?’

Show them your post or text. Tell them about your wonderful new ‘double-kerfuffling valve” or your ‘maxiplan75 system’ – and if they can answer; ‘So what?’  Then you need to think again.

Features are not bad. Far from it, they are essential – it’s just that what interests users are benefits.

Understand why it seems nobody’s interested, and switch them on with awesome compelling benefits.

Show, cost or time saving, life enhancement, ease, excitement, fun, health promotion, wellbeing or wealth.

People buy benefits!