For the past two weeks, I've received a ton of comments about a commercial we produced about five months ago. If folks are talking about the message, then surely they should be using the product. Well, they are. Their Marketing Director tells me it is the best producing message they have ever had.
He can take most of the credit. It can be unnerving to place your trust in someone to direct your investment of advertising dollars. You don't know what your creative team will come up with, and when you finally see the finished product, you might feel let down. Is That IT?
Simple. Emotional. Tell the customer how they will feel using the product. Yes, that's IT.
Thanks for listening!