Be Rebellious
Below is a MRR and PLR article in category Business -> subcategory Advertising.
Be Rebellious
Title:
Be Rebellious
Word Count:
618
Summary:
The key to standing out in a cluttered market isn't more noise; it's about finding your audience and genuinely connecting with them. When traditional methods fail to outshine your competition, it's time to get bold and innovative with your advertising.
Keywords:
advertising, marketing, branding, advertising campaign, copywriting
Article Body:
Many companies resort to loud tactics to get their message across to consumers. Whether targeting retail, service customers, or business-to-business audiences, the common strategy often involves trying to outshout the competition. But in reality, this approach rarely succeeds in the long run.
If your competition is making noise and you decide to get louder, they'll just raise their volume too. Nobody wins in a shouting match when it comes to advertising. In fact, you might even lose some customers along the way because they simply can't tolerate the noise.
The same goes for one-upmanship. Competing with excessive coupons, discounts, or unrelated giveaways reduces your revenue per sale and can even decrease your sales numbers. Customers perceive these tactics as gimmicky and insincere, leading them to leave. Those who stay might begin to view you and your competitors as interchangeable, distinguished only by price?"dangerous territory for any company.
The solution to clutter isn’t adding more noise; it’s about identifying your true audience and speaking directly to them. So how do you compete effectively without outshouting or undervaluing your offerings? You take a rebellious and innovative approach to advertising.
Does that sound intimidating? It doesn't have to be. Embracing rebellion and innovation is about being courageous and setting yourself apart without resorting to shouting or misleading your customers. It’s not about being outrageous for the sake of attention; it’s about being remarkable and distinctive.
A successful rebellious advertising campaign hinges on two main elements. The first is the big idea. This idea is born from a strategy deeply rooted in your customers and their relationship with your brand. This process involves a discipline called account planning, which we'll explore in future articles.
The second key is capturing attention. To do that, you must break away from the norm. Regardless of how great your product is or how vast your potential market, if your audience doesn't notice your message, your ad budget goes to waste.
Consider these two keys the next time you browse through a newspaper or magazine, or while watching TV. You’ll notice something quickly: most ads today lack a big idea and fail to capture your attention. Some hold your gaze momentarily, but if they aren’t closely tied to the product, you’ll forget the brand?"the perfect gap for your brand to fill.
There is, however, a caveat to being rebellious. Your ads shouldn't be different just for the sake of being different. The distinction should stem from your brand’s unique qualities.
This article introduces the second of twelve steps. Challenge yourself, your team, and your ad agency to revolutionize your advertising strategy. If you missed the first step, contact the author to receive a complimentary copy. Remember, every revolution begins with a single step.
Jeff Berney is a freelance idealist, brand evangelist, and writer. Reach out to him at jeff@jberney.com.
© 2006
You can find the original non-AI version of this article here: Be Rebellious.
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