Steve's blog :
random musings of a professional scribbler

Crass, by design

‘fess up, now: have you ever thought, "That’s a great pic; we’ll use that in our marketing." Then expected your copywriter to come up with a campaign linking (by way of a genuine ‘for instance’) your light haulage business to a particularly endearing image of a tree frog?

Yes: I know it can be done. But should it – really? Of course not.

The resulting ad may be clever; amusing even – but it won’t do its job, which is to command attention and trigger response.

Recent research from Jupiter proves – beyond doubt – that benefit oriented email subject lines with a clear call to action out–pull their quirky counterparts by a factor of 7:1.

Proof positive that a clear message – rather than clever graphics – is the order of the day.

To paraphrase Mobious MD Martin Corlett–Moss: We are not creating art.

We’re in the business… of creating business.

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