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"If it were easy, anybody
could do it."
Somebody clever
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This is where most agencies talk about their "methodology."
That's a 75¢ word for a 10¢ idea meaning how they do what they do.
I am not an agency, even though I can deliver all the services of an agency. And I don't have a methodology (it even sounds expensive), but I do have a method.
The method -- and I hope you appreciate this, because as a consultant, I'm supposed to charge for secret stuff like this -- is to work from the inside out rather than the outside in.
That means the way to create effective communications is to think not about what you want to say, but about what your audience wants to hear.
THIS IS A BIG IDEA AND I JUST GAVE IT AWAY TO YOU FOR FREE!
This is based on another devastatingly simple, and therefore compelling, principle: You can't sell; you have to let your customer buy.
The problem with most advertisers is that they care more about their product or service than their prospective customers do. They want to tell their story -- but their customers want to hear their own story.
So how do I work? I work by trying to get inside your customer. By trying to find the points at which what they need intersects with what you're trying to sell. And then creating a message that makes what you do relevant to what they need.
The result is targeted, personal, meaningful communication. Sometimes it's brilliant and breakthrough; sometimes it's poignant and potent. What it always is, however, is effective. I begin the process by deeply understanding your purpose (what do you really want to achieve in this communication -- no, really), and then everything else is honed to achieve that purpose.
I could go on about this (obviously), but the best thing to do is for us to get together and talk about this process in more detail. It's not magic. But it is different.
In the meantime, while you're thinking about all this, just don't mistake the message for the meaning. Everybody loves the Budweiser commercials. But what do we serve our dinner guests? Heineken.
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