Ad perspective: Put yourself in your customer’s chair

Written by: Phillip Nones

It’s easy to evaluate your advertising from your own chair. You know the marketing plan, the research implications, the customer profile, your product’s advantages, and so on.

But when you’re looking at your new MarComm campaign, remember that your potential prospect knows nothing about all that … and probably couldn’t care less.

Evaluate your program from that point of view. See if the messaging captures your attention and delivers a persuasive selling proposition, with a compelling call to action.

Good advertising will always touch emotional or logic buttons in your customer’s mind.

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