Is your Verbal-id past its 'sell-by-date'?
When as a copywriter I encounter confused briefs, tangled thinking and contradictory viewpoints it is both incredibly frustrating and strangely enlightening. Often people think that the solution is to plough ahead, brush aside the minutiae and keep going. Now, as a real-life resident of Perseverance Street (no really, that is my address), I am all for sticking at things through hell and high water, but sometimes simply charging ahead can lead to missed opportunities rather than simple success. Sometimes you need to check your bearings.
Values and vision statements, 'mission' statements, positioning statements, even firm objectives, and definitions of audiences can often get blurred or go past their 'sell-by' date. It is vitally important to take stock every now and again, to make sure everyone is headed in the same direction, and knows where you are going and why. Especially in tough economic times – most marketing people I know are getting smart, and that means getting focused and absolutely clear about what they are doing.
So here is some advice before you head off towards some tempting destination:
1.Check you know exactly where you are going – what does success look like?
2.Make sure you know why you are well placed to succeed – what have you got going for you?
3.Make sure everyone feels like they are on a mission – do you all share the confidence you need?
Monday, 22 March 2010
Wednesday, 10 March 2010
How can design agencies use Verbal-ID?
Verbal-ID - the cure for fuzzy logic
Hello. My name is Nick Copland. You may already know me as a copywriter with over 12 years' experience helping businesses say what they need to say with clarity and precision. Now I have expanded this approach to create Verbal-ID - a rigorous programme designed to help your clients build a solid basis for communication and to help you produce more effective creative work.
Don't go round in circles?
Many clients are well-prepared for the project in hand, but some lack a clear purpose, focus or agreement on key ideas. As you know, this can easily lead to frustration and confusion, and makes your creative process more complex, less effective ...and less profitable.
Verbal-ID is powerful preparation
My Verbal-ID Programme has been specifically developed to help your clients refine and agree their key business propositions. It helps them distil the big ideas that drive their marketing and corporate communications forward, and creates an accurate picture of their audience. Verbal-ID reminds clients of the importance of creative branding, shows them how smart marketing can work for them, and ensures the work you do for them makes a tangible difference.
Verbal-ID gets everyone rowing in the same direction
Working closely with each client, in groups and individually, I produce a unique Verbal-ID Document that helps cut out inconsistency and confirm consensus. This document delivers inspiring, insightful and verified statements, including vital identity Definitions, the Brand Promise, the Reason to Believe, and a clear, simple Creative Checklist - powerfully foundations for your work, and their success.
Who needs Verbal-ID?
Anyone can benefit from the Verbal-ID Programme, but it works best for clients that are looking for a definite, positive, sustainable boost in their business operations. They might be taking their business on-line, opening new branches, launching new products, driving into new markets or simply growing fast.
When can you benefit from Verbal-ID
You can use Verbal-ID as a 'plug-in' service at the beginning of a new account or branding process, or to consolidate and focus minds prior to a major campaign. I am happy to bill direct or through your books. I exercise 100% confidentiality and can be trusted to work hard to enhance and encourage your relationship with your client.
Lets meet up and chat
It is difficult to convey here how Verbal-ID can ensure an effective, efficient creative process that will benefit their bottom line and yours. Do have a look at my website at www.verbal-id.co.uk , but if you want to get in touch to arrange a quick, informative meeting, I'd be happy to come to see you whenever it is convenient.
Hello. My name is Nick Copland. You may already know me as a copywriter with over 12 years' experience helping businesses say what they need to say with clarity and precision. Now I have expanded this approach to create Verbal-ID - a rigorous programme designed to help your clients build a solid basis for communication and to help you produce more effective creative work.
Don't go round in circles?
Many clients are well-prepared for the project in hand, but some lack a clear purpose, focus or agreement on key ideas. As you know, this can easily lead to frustration and confusion, and makes your creative process more complex, less effective ...and less profitable.
Verbal-ID is powerful preparation
My Verbal-ID Programme has been specifically developed to help your clients refine and agree their key business propositions. It helps them distil the big ideas that drive their marketing and corporate communications forward, and creates an accurate picture of their audience. Verbal-ID reminds clients of the importance of creative branding, shows them how smart marketing can work for them, and ensures the work you do for them makes a tangible difference.
Verbal-ID gets everyone rowing in the same direction
Working closely with each client, in groups and individually, I produce a unique Verbal-ID Document that helps cut out inconsistency and confirm consensus. This document delivers inspiring, insightful and verified statements, including vital identity Definitions, the Brand Promise, the Reason to Believe, and a clear, simple Creative Checklist - powerfully foundations for your work, and their success.
Who needs Verbal-ID?
Anyone can benefit from the Verbal-ID Programme, but it works best for clients that are looking for a definite, positive, sustainable boost in their business operations. They might be taking their business on-line, opening new branches, launching new products, driving into new markets or simply growing fast.
When can you benefit from Verbal-ID
You can use Verbal-ID as a 'plug-in' service at the beginning of a new account or branding process, or to consolidate and focus minds prior to a major campaign. I am happy to bill direct or through your books. I exercise 100% confidentiality and can be trusted to work hard to enhance and encourage your relationship with your client.
Lets meet up and chat
It is difficult to convey here how Verbal-ID can ensure an effective, efficient creative process that will benefit their bottom line and yours. Do have a look at my website at www.verbal-id.co.uk , but if you want to get in touch to arrange a quick, informative meeting, I'd be happy to come to see you whenever it is convenient.
Subscribe to:
Posts (Atom)