I’m thinking that’s one of the reasons why I am so into movies.
I came across a post recently that further lends credence to this idea. I mean, who would have thought that Internet marketers could learn some very useful lessons from a book written by J. K. Rowling?
“As you prepare search marketing campaigns, you’ll do well to take a page from Rowling’s book and spend some creative time imagining the stories, motivations, and fears of your ideal prospects. Even if this work doesn’t make it into your ads and landing pages, it can still inform the spirit and direction of your marketing and create in your prospects a feeling of being understood and appreciated for their struggles and desires.”
I actually agree with the thought because I believe that crafting a marketing campaign should involve a good measure of creativity. Marketing, after all, is all about thinking up great and novel ideas to draw people’s attention to an idea. Incidentally, book authors do tend to be among the most creative people around, so borrowing a page (pun intended) could be a good idea.
The post goes on to offer a few steps which are basically drawn from an aspect of Rowling’s book, and I have to say that while most of the steps are indeed apt, I particularly like the last one:
“Ask your friends to write a couple of ads for your product…”
Howie Jacobson, the one who wrote the post, added this point because he says it’s handy when you’re feeling a bit lazy, so you can have someone do the task for you. My take on it is that you can view it as a form of testing: you already know the various aspects of the marketing campaign you created right? Well, maybe to a certain extent you do, but there are always variables which we seldom see on the onset, and having a fresh and disengaged pair of eyes could help spot some important things that you yourself, being the one who crafted the campaign, may have overlooked. Asking your friends to write a couple of ads for you would necessarily mean that they try to find out as much as they can about the product. Having them make an ad would also give you the unique perspective of one who is on the consumer side of the fence, as opposed to yours, which is on the marketing side. This gives you the consumer view of things, which you can compare with yours. You may think you know how the market sees your product or whatever it is that you’re marketing, and this will indeed prove your assumption, or tell you otherwise.
Andy “he-who-knows-internet-marketing” Jenkins