Recently I've been into astrophysics and planetary behaviours. Things like how spacetime, gravity, matter and energy can be used to explain the universe. During my learnings I came across a book by Neil deGrasse Tyson called "Astrophysics for People in a Hurry". It's not a dumbing down of things but rather describes things so you can quickly comprehend the basics.
Neil's book inspired me to come up with my own way of relaying creative marketing fundamentals for people in a hurry. This is for people who have business smarts, but just want the gist of what to focus on to achieve creative results. It's creativity at the speed of business ?
Have a Noble Purpose
Customers want to fit not be sold. Increasingly customers desire to purchase from brands with purpose and have values they can identify with. This goes beyond the purpose of your product, it has to do with why you do what you do. In the case of Deep Dish Digital, I want to equip organizations with the ability to excel on their own. I consult myself out of a job by giving people the knowledge and tools to eventually succeed without my help. I've volunteered a lot of time and shared many free resources in hopes of attracting people with shared values.
Distill Your Message
Your key messaging should follow the rule of "27 / 9 / 3" - Specifically, this means only 27 words, 9 seconds to say, and 3 points to convey. Often the 3 points revolve around who you are, what you provide, and why it matters. But, it can be any 3 points you deem as necessary to relay. An example of our key message is as follows:
"Deep Dish Digital equips organizations with the knowledge to excel online by providing marketing recipes for online appetites. Digital promotion, conversion optimization, and marketing education."
Dress for Success
Looks matter and in marketing/advertising the visuals you use have a huge impact on effectiveness. A stock photo and bullet points is the athleisure wear of business dress. If your aim is to be comfortable, then you won't get noticed at least not for the things you want to be noticed for. Invest in good design and smart creative concepts to separate yourself from competitors. This is especially true if you operate in a "boring" industry - The bar is often so low that you can easily rise above it.
Buy the Ticket, Take the Ride
If you're committed to doing something creative then you'll have to take some risks and stick with it. When things feel off the rails it makes for a fun ride. Push the boundaries of what your organization's culture thinks is appropriate. Easier said than done, I know. But, shoot for the stars and hopefully you'll at least land on the moon.
Have a Destination Worth the Journey
Earning people's attention is an arduous journey so don't let them down when they arrive at your website or location. Don't expend all your energy on a big bang if there's not a banging experience to be had. Most branding falls apart when the promise does not meet expectations. A good user experience is not a nice-to-have, it's what people deserve.
