More than once, I’ve had project managers kick off an assignment with, “This one’s kind of boring.”
Your client took the trouble to develop the product. Presumably, it addresses someone’s unmet need. And to that dissatisfied person, the product is anything but boring.
Our job is to engage that person, remind them of their unmet need, and explain in a compelling manner how the product/program/service meets it. (If you’re struggling to identify the unmet need, look to the 7 core motivators of Mt. SAMIE.)
So never surrender to a defeatist attitude. There are no boring products, just boring creatives.
Just for Fun
HBO Go Campaign: Awkward Family Viewing
A fun series of video spots promoting HBO Go to millenials and their parents. Click here, or on the screen shot, to watch.
Lively Writing, on Time and on Target
When your message needs to engage and persuade, be sure to approach it from the Write Angle. Udi Shorr writes marketing and sales-training presentations for live audiences, video, print, and the Web. You benefit from years of marketing experience with Fortune 500 clients.