Before you write a word or draw a picture…
– Compare your product (goods and services) with your competition
– Isolate the areas where you win and lose
– Translate attributes into benefits
– Look for a unique benefit or combination of benefits.
Three Critical Questions that must be Answered:
1.) To whom are you offering what ultimate benefit?
2.) Why should they grasp it?
3.) How should you speak to them?
Professional creative people agree that these processes should take considerably longer than actually creating the package or advertisement. Alas, too often people “jump on the horse and gallop off in all directions”.