Saturday, September 6, 2014

The importance of staying focused

One of the hardest aspects of marketing is NOT doing certain things. Marketing involves setting priorities, whether it's targeting a specific audience, keeping creative work focused only on objectives or scaling a campaign to fit a defined budget.

All too often, our clients try to push us to be all things to all people. They want their marketing investment to go as far as possible, and to them it only makes sense to cram as much as they can into the white space or write the ad copy to appeal to anyone who can fog a mirror. The trouble is, the law of diminishing returns applies. The less focused and targeted a marketing effort, the less effective it will be.

Try to keep your clients focused on objectives, not creative execution, which is best left to the experts.

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