The Right Words and Pictures

Recently I was asked what I consider the most important aspect of a good marketing campaign. A simple enough question at face value – but really a very complex debate beneath the surface. I wanted to give a clean, precise answer but one does not really exist. It could be argued that the most complete answer to this question is my favorite answer – “It depends”. However, in this situation I wanted to be more specific than that. So, after a few minutes of thought I said that I thought the most important thing in any marketing (whether it be a complete marketing campaign, a single advertisement, or a direct marketing message) is good messaging.

Why do I consider good messaging the most important aspect in marketing?

Marketing is about persuasion. And it is about communication. The goal of every marketer is to convince the audience to either change – or continue – a certain behavior.

Buy this product. Eat at this restaurant. Shop here again. Read this newspaper. Watch this television channel. Drive this kind of car. Wear that brand. Go to this salon. Take this drug. Aspire to look like this. Vacation in this country. Visit this museum. Drink this brand of bottled water. Register to vote. Get this credit card. Save your money at this bank. Look more beautiful. Attend this school. Report crimes to the police. Serve your country. Go to this church. Read this book. Believe this philosophy. Want this object. Shop at this store. Spend your money here.

People all over the world receive many different – and often conflicting marketing messages every day. The goal of the marketer is to create a message (or advertisement) that will cause his or her audience to do what he or she wants (change – or maintain – a certain behavior). In other words, the marketer's goal is to create a message that is memorable and stands out in the noise. So, he or she must create a good message, one that resinates with the audience. That brings us to this question –

What makes a marketing message (or advertisement) good?

Answer? The right words and / or pictures. Sounds so simple, but in practice is extremely difficult. The right words form a unique message and communicate the idea clearly without any confusion or possible misinterpretation. Finding the right words and tying them together to create the right phrase is challenging – but it is essential for excellence in marketing. The right pictures create a spark in the mind of the viewer. Together good words and pictures create lasting memories.