As business owners we are always tasked at designing our own creative. For that new video, that new brochure, or anything you create, our favorite marketing guru, Seth Godin, reminds us with sounds advice to ask ourselves these simple questions.
What's it for?
When it works, will we be able to tell? What's it supposed to do?
Who is it for?
What specific group or tribe or worldview is this designed to resonate with?
What does this remind you of?
Who has used this vernacular before? Is it as well done as the previous one was?
What's the call to action?
Is there a moment when you are clearly asking people to do something?
What is the urgency?
Your job is not to answer every question, your job is not to close the sale. The purpose of your marketing is to amplify interest, generate interaction and spread your idea to the people who need to hear it, at the same time that you build trust. You will rarely achieve this with one fell swoop, so be prepared to drip your way through countless swoops until you've earned the privilege of engaging with the audience you seek.