namer.ca

Creativity in Marketing (Domains)

Definition: Something that generates profits. Big Profits = Very Creative
A simple formula for creative strategy includes a purpose of creative message, benefits to be stressed to accomplish the purpose of the creative message, personality of the brand.

Example:
1. The Purpose of Namer.ca Inc. will be to convince our target audience – any company embarking on a new venture that needs a new identity, that namer.ca is the premium source of domain names and naming advice. This will be accomplished by providing access to a premium portfolio of pre-designed name brands, each presented individually in and creative way to tickle the imagination, and to highlight its valor. A window shopping experience for brand names. The mood of the offer will be clean, inspirational, motivating, and educational.

7 steps for successful marketing the creative message

1. Find the inherent drama within your offering
Something about your offering must be inherently interesting otherwise people won’t buy from you.
Just merely listing features of your domains won’t cut it, listing domain names without features won’t catch interest even more so, and adding “Make me an offer” to that uninteresting offer, is just bad taste and insulting. For example, forget the telephone\radio test, the question is will your domain pass the high-speed highway chase test.

2. Translate inherent drama into a meaningful benefit
Remember people buy benefits not features. People don’t buy shampoo, they buy shiny manageable hair. People don’t buy cars, they buy speed, prestige,style, economy, performance, power.
Don’t list all benefits, on, two, or at most three is enough. You don’t won’t to overwhelm them, and ave a few benefits left in the bag as additional ammunition. In case of Domains what are the benefits: Prestige, Insta-Credibility, Free-Traffic, Location, Visibility?

3. State your benefits in as believable way as possible.
You must state your benefit in such a way that it will be accepted beyond doubt.

4. Get People’s Attention
People only pay attention to things that interest them. Grab their attention and spark interest.
Ex. You could help visualize the waterfront properties that your domains are or could be by writing by superimposing them on real waterfront images.

5. Motivate your audience to get involved.
Ask them to visit your website, and see a free demonstration, tell them exactly what you want them to do.

6. Be sure you are communicating clearly.
You want 100 percent of the audience to understand the main point. Zero ambiguity is your goal.

7. Measure your finished advertisement, commercial,letter, web site,.. against your creative strategy.
The strategy is your blueprint, marketing is successful only when it fulfills the strategy.

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