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Rule #1
If you always do what you always did, you always get what you always got.
You're already successful. Your product is good. The market is ripe. And you know there's no limit
to what you could achieve, if you could simply convert the potential you see in front of you into
actual bottom-line results.
At Bowyer Advertising, we've seen this problem in many companies just like yours. And time after
time, we've helped our clients do more business, by going beyond the ordinary.
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Rule #2
If you can't outspend them, outthink them.
Ever wonder why so much advertising is so boring? Because many big advertisers know that if you
repeat a mundane message over and over, sooner or later it sinks in. Of course, a strategy like
that costs millions and millions of dollars. But if you can't throw that kind of money around,
the real work begins...
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Rule #3
Your mother already knows how great you are.
Prospects don't care a whit about how great you or your products are. They want to know what
you can do for them. What problem does it solve? How does it make their life better? Yet time
after time, companies focus on themselves, pontificating on how great they are. When they
should be focusing on the needs of their audience.
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Rule #4
If you know who you are, the rest is easy.
It's all about positioning in the marketplace. Because there's nobody like you. And no other
company has the same mix of products and corporate chemistry as your organization has.
That individual character - with all its apparent and hidden advantages - must be galvanized
into a single, unique identity. One that has relevance for your potential customers. Then it
has to be communicated in a compelling way, in the right environment.
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Rule #5
A knitting needle is more deadly than a sledgehammer.
Targeting. It's the key to breaking through to more business. And if you target your
communications effectively to the actual decision-makers who hold the keys to your
future you can avoid all the needless aggravation and expense of marketing to the ones
that don't. Of course, the message had better be a good one, once you succeed. Or it's
like using a very well designed gun to shoot blanks.
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Rule #6
Systems engineers are people too.
Deep down under the Teflon veneer of every working professional is a real person. In
this regard, advertising is simply another form of sales and the same rules apply. If
you engage the human side of your prospect - if you excite or delight them, if you
inspire them with a vision of something better - you're already halfway there.
It doesn't matter if they're a truck driver or a rocket scientist. Their lives are
demanding. They don't have enough time. Things go wrong as often as they go right.
You have the solution, and they need to know it.
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Rule #7
All the genius in the world is no substitute for common sense.
Inside every complicated problem is a very simple solution. A single common point
which unites apparently contradictory aspects of the challenge. A positioning in
the minds of your prospects that can take your product to a whole new level. Usually,
it reflects simple human values - regardless of whether your product is as elementary
as a peanut. Or the most sophisticated engineering solution.
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Rule #8
A case of the bland leading the bland.
If you never try anything out of the ordinary, you never achieve the extraordinary. But understandably,
many business professionals are averse to taking risks, and thus tend towards the mundane. "We've always
done it that way." "Therešs nothing unusual about it." No kidding. Excuses like these won't put anybody's
job in jeopardy. But they also prevent remarkable breakthroughs.
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Rule #9
Sorry, there are no rules.
Forget everything you ever knew. If it has value, it will present itself again, when you look at it
with fresh eyes. Challenging long-held assumptions is the first step in finding a better way. That's
why an outside consultant can make an important contribution - moving beyond convention, and enlivening
your marketing efforts.
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Rule #1 (Revised)
Call Bowyer Advertising.
So let's go back to the beginning.
It's not whether you follow the rules. Because the greatest rewards go to those who go beyond what has
been done before. Those who innovate, who think outside the box. That's what we specialize in at Bowyer Advertising.
And we look forward to the opportunity to prove it to you, with razor-sharp strategies and
breakthrough creative ideas that help build your business.
But at first, we won't say anything much. Because listening well is the key to understanding things better.
For more information, email our president Rob Bowyer:
rbowyer@bowyeradvertising.com
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