Francis Bacon once wrote, “A Prudent Question is One-half of Wisdom.”
Knowledge comes from inquisitiveness and the willingness to accept your own lack of it. We don’t pretend to know everything. So, excuse us while we throw a few inquiries your way. After all, we need to know who you are, what you do, why you do it better than the others and where you’d like to take your brand. We want to know what makes you great.
Otherwise, we can’t help get you there.
There have been many occasions when we’ve had to communicate the merits of a product that was technically over our head. While a certain amount of technical ignorance helps us bridge the communications gap between the technology and the less-savvy audience, we still need enough of a grasp to convince those more educated that we’re not talking out of our … uh … well, you know.
With our own awareness building comes the task of bringing it to the audience. More questions. What are the demographics? What are their primary and secondary concerns? Which emotional buttons need to be pushed? If we don’t know these answers, we’ll miss them altogether.
Persuasion is an art. And art can be very persuasive. Whether cleverly crafted words with simplified imagery, or visual extravagance of form and straightforward declaration, we need to ensure that we’re targeting the audience with the appropriate mix.
So, be prepared to get grilled when we discuss your objectives. And make sure you ask yourself the right questions beforehand.
Because introspection is where it all begins.
Get to know your customers on a more personal level and understand what’s behind their buying decisions. Make them feel special and important. Engage them while listening between the lines about their needs and concerns. You’re not just providing a product or service; you’re providing a unique and positive experience that will distinguish you from your competitors and lead to more referrals.
Networking is not just about making connections and creating awareness of your business. It’s also about forming an alliance of credible professionals to help you fill organizational gaps and be able to confidently refer others.
Jeff Brown proved that success is found when you engage your audience, make them part of the experience and deliver on your promise. Whether your business is in a highly competitive or under-served market, the lessons he learned are the same.
Remember, nobody can be right all the time. And, that applies to every one of us. After all, if we were always right, we’d never need anyone’s help, would we? When we accept that fact, we take a huge step toward bettering ourselves and our businesses.
Delivering effective creative communications is not just about cool pictures and clever headlines. A strategic relationship is critical to the success of any creative effort. And that requires a relationship of proximity.
Sure, when you go to the local fast food joint, you know that what you see on the menu isn’t really what you’re getting. Perhaps, we’ve become accustomed to being misled to the point where it’s no longer misleading.