In Chapter 5 of Guerrilla Marketing, Levinson covers the topic of developing truly creative marketing. He provides a great exercise for one to do. First, practice writing what you think might be the creative strategy for current advertising you've seen, composing three-sentences that apply to them. Do the same for their competitors and the comparison between them would establish the brand's positioning. Very insightful approach! He goes on to outline the seven-steps to assuring successful marketing.
- Find the inherent drama within your offering
- Translate that inherent drama into a meaningful benefit
- State your benefits in as believable a way as possible
- Get people's attention
- Motivate your audience to get involved
- Be sure you are communicating clearly
- Measure your finished advertisement, commercial, letter, website, and/or brochure against your creative strategy
These steps are brilliant in their simplicity and require having a clear idea of what you want to say about your own product or service. To picture the mind of your customer at the moment that customer makes a decision to purchase and talk about the feelings that the prospect will experience after owning what you are selling. Levinson does caution to be wary of basing your creative strategy on rapid societal changes that are more anecdotal than factual.
One last point: Guerrillas are attuned to world happenings including at the national and local level, breaking news, and up-to-the-minute trends--if you're not keeping up, you're falling behind.
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