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{"id":12237,"date":"2024-02-12T09:47:45","date_gmt":"2024-02-11T22:47:45","guid":{"rendered":"https:\/\/www.strategyaudit.com.au\/?p=12237"},"modified":"2024-02-12T09:47:45","modified_gmt":"2024-02-11T22:47:45","slug":"4-crucial-questions-to-unlock-the-power-of-your-advertising","status":"publish","type":"post","link":"https:\/\/www.strategyaudit.com.au\/2024\/02\/12\/4-crucial-questions-to-unlock-the-power-of-your-advertising\/","title":{"rendered":"4 crucial questions to unlock the power of your advertising."},"content":{"rendered":"

<\/p>\n

This presupposes that you actually know who your ideal customers are, and what sort of promise would be attractive to them.<\/p>\n

In the January February 2024 Harvard Business Review there is an article called ‘The right way to build your brand<\/a>‘ written by Roger Martin and two Co-authors. The article sets out research that proves the hypothesis that making a specific promise to customers is more attractive than a generic claim of some level of excellence. The specific promise is about the benefit a customer will receive with use of the product. A generic claim to greatness is just about the product.<\/p>\n

It does not surprise that the first is more powerful than the second.<\/p>\n

‘Your promise is your strategy’ is a sub headline towards the end of the article. When you think about it, the observation must be right. Strategy is a process of influencing factors over which you have no control in such a way that the subsequent behaviour of the customers benefits your enterprise rather than an alternative. Making a promise of performance in delivering an outcome desired by a customer is about the strongest driver of short-term behaviour I can think of.<\/p>\n

Delivering on the promise, will build trust.<\/p>\n

Right at the end the authors ask four crucial but simple questions that can be used to determine if a proposed advertising campaign is worth investing in:<\/p>\n

Is the campaign based on a clear unambiguous customer promise?<\/li>\n

Were customer insights used to identify a promise the customers value?<\/li>\n

Is the promise framed in a way that is truly memorable?<\/li>\n

Were product marketing, sales, operations, and customer service involved to ensure the promise will be consistently fulfilled?<\/li>\n<\/ul>\n

To me, this sounds like a comprehensive framework by which to decide if a proposed communication campaign is a worthwhile investment.<\/p>\n

<\/p>\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

Last week I provided a template for a Customer Value Proposition. The template works well, but ‘Customer Value Proposition’ is a piece of marketing jargon which just means making a promise to your customers. This presupposes that you actually know who your ideal customers are, and what sort of promise would be attractive […]<\/p>\n","protected":false},"author":1,"featured_media":6666,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[57258970,5179142,8780],"tags":[521,8260,1214,140198,57258963,57258959,56490],"aioseo_notices":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.strategyaudit.com.au\/wp-content\/uploads\/2016\/10\/advertising.jpg?fit=233%2C303&ssl=1","jetpack-related-posts":[],"jetpack_shortlink":"https:\/\/wp.me\/p5fjXq-3bn","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.strategyaudit.com.au\/wp-json\/wp\/v2\/posts\/12237"}],"collection":[{"href":"https:\/\/www.strategyaudit.com.au\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.strategyaudit.com.au\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.strategyaudit.com.au\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.strategyaudit.com.au\/wp-json\/wp\/v2\/comments?post=12237"}],"version-history":[{"count":1,"href":"https:\/\/www.strategyaudit.com.au\/wp-json\/wp\/v2\/posts\/12237\/revisions"}],"predecessor-version":[{"id":12238,"href":"https:\/\/www.strategyaudit.com.au\/wp-json\/wp\/v2\/posts\/12237\/revisions\/12238"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.strategyaudit.com.au\/wp-json\/wp\/v2\/media\/6666"}],"wp:attachment":[{"href":"https:\/\/www.strategyaudit.com.au\/wp-json\/wp\/v2\/media?parent=12237"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.strategyaudit.com.au\/wp-json\/wp\/v2\/categories?post=12237"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.strategyaudit.com.au\/wp-json\/wp\/v2\/tags?post=12237"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}