Inspire conversation and influence what they talk about.
It sounds so simple, but in reality is one of the hardest things to do in marketing. To inspire someone means that you have to reach out to their heart, and remind them of their purpose long enough so that they actually take action to do whatever you are trying to influence them to do. Sounds like magic; but really, all it takes is being in tune with your inner consumer.
We are all consumers, and all you need to do to be inspiring in your work is to tap into what would motivate YOU on an emotional level to buy the product or service you’re trying to market. The secret is tempering this with the appropriate tone and context, so that your efforts are genuine, speaking the audience’s language, and is coming from a place of complete truth. People can spot disingenuous writing/creative a mile away. In our office, we have what we call the “goosebump test” when we test out creative concepts; if the creative gives us goosebumps, then it’s right on and evoking true, raw emotion. The deeper the emotion felt the better.
For as much criticism that the general public places on marketing, blaming it for all the evils in the world, there is another softer side to it that is honest, touching and seeking out to connect to the human spirit in a very real way that reminds us that we are all in this together.. At the risk of sounding cheesy, I wholeheartedly believe that inspiration can be found for someone in everything we create, sparking new conversations that would not have happened had it not been for our love and attention poured into a concept. This is the investment that should be made to all our efforts in marketing.
Have I inspired you? I hope the influence feels really, really good.