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Alrighty then. Now we are getting seriously involved in developing
our creative program. We have done the research, defined the problems,
established the opportunities and determined/clarified the mission.
Whew! That was a lot of work, eh? Well, I hate to tell you this, I
really do, but we are only just beginning. Now that we fully understand
the client’s mission – the very reason for its existence -- it is time
to dig a bit deeper.
Understanding the mission statement -- and putting it in writing --
helps provide practical guidance in steering the creative effort. It also helps to define the client’s “Unique Selling Proposition.” We advertising folks call it the USP [we’ve got all kinds of cool acronyms -- CPM, CPP, GRP, AQH, HUT, etc. -- that help massage our egos by making us feel like we’re part of an exclusive club.]
Like the other strategic aspects of developing a creative program, the USP is simple common sense. It answers the question, “What is unique about the business from the perspective of its customer?” What
does your client’s business offer that a gazillion others don’t offer
just as well? Why should I consume the products or services of this
particular business instead of the other businesses that offer the same
products or services? In short, what makes this specific enterprise
unique? What sets it apart from the competition? Tell me why I need to buy one of YOUR stinkin' badges? How will it BENEFIT me? [I think I just heard a fist slamming on a desk.]
So many questions, so little time, eh? The answers lie deep within
your soul… er… well, at least within defining the client’s USP. The
USP basically says to the customer… “Hey -- if you buy this product,
you will get this SPECIFIC BENEFIT that the competition DOES NOT (OR
CANNOT) OFFER.” It is important that the USP represents a strong,
substantial benefit to the customer… not a lame and weak argument. I
would argue that the USP is the fundamental element of any successful
creative program. It is the very thing that will make your client stand
out from the competition. Btw… if you have read all of my blogs, you will
remember that one of the four sections of the research phase
specifically addresses the competition. Understanding the competition is crucial in defining what sets your client apart from the competition (all this common sense and wisdom in one place is just too much, eh?).
Understanding the USP as well as the other aspects (such as the
client’s mission), are crucial aspects of any creative program. I
honestly can’t see how you can serve your client adequately without
considering these basic, common-sense (that word again, ugh!)
fundamentals in creating your work. But, not to worry, there is plenty
more of this sort of stuff to talk about in my future blogs… trust me,
our creative journey has only just begun.