My branding thesis is built upon the idea that 90% of marketing communications is hot air. That leaves only 10% for the good stuff: real selling. Also known as “proof” of value. In an ad brief, this might be referred to as “reasons to believe.”
Listen to a :60 second radio commercial and pull out the words that are real proof of value. A typical :60 has about 150 words. You’ll find a number of few words that purport value, e.g., best service, highest quality, scrumptious taste, but very few words of proof of value. Words that make you believe.
To prove my point, I have decided to offer up for a limited time a “Proof Workshop” to interested marketers and brand managers. The workshop will be offered free of charge to qualifying marketing organizations. During the workshop we will go through marketing collateral, ads, PR releases, web content and point-of-sale materials to determine what’s proof and whats not. The workshop will last 90 minutes.
Along the way we may even find some proof clusters that point to an actual brand strategy.
The phones are open (516-967-3875.) So is email: firstname.lastname@example.org