Barons White

Why do you make the decision to buy what you do?

Is it the promise of a desired result? Maybe someone's recommendation? Or, perhaps you just "feel right" about it. Like buying this product or service is an extension or an expression of who you are?

Good reasons, all. But certainly not conclusive.

If any one human being had the definitive answer to this question and somehow was able to apply it in a profit-making venture, no doubt he or she would be quite wealthy. But you and I both know there's no one answer. Instead, we have theories. Maybe we can lump all those theories together and we can begin to formulate a complete answer. That could work, but then we create another problem: leveraging this All-Powerful Marketing Answer into an actionable plan our creative minds can work though and execute.

Why? Because much of The All-Powerful Marketing Answer is based on perception--an exceedingly difficult thing to manage.

Often, perceptions aren't even based in reality. They're the derivative of opinions based on other opinions, which are based on other opinions. Facts get lost, and whether positive or negative, the truth becomes irrelevant.

Unless, of course, we're able to identify the core truths of the brand we're offering a market and be disciplined enough to build our entire branding, marketing and advertising strategy on that foundation of truth. NO MATTER HOW RISKY OR RENEGADE THAT STRATEGY MAY BE.

"Good theory, Barone," you say. "Where's the evidence it holds any water?" you ask.

Hopefully, in your financial portfolios.

A recent four-year study of 33 publicly-traded companies showed that perception (according to the EquiTrend method) had positive effects on the return on investment into those companies' stocks. In other words, the better the perception was about a company, the more money it typically made. And when you wipe away all the fluff and bubbles, isn't making money the ultimate black and white, clear as day, irrefutable measure of a successful branding, marketing and advertising strategy?

As a copywriter, my point in presenting you this idea of creating a perception based on truth is that it is, in large part, a task accomplished by what you say to your market and how you say it.

And if I may offer a little insight into the matter: many businesses don't get that or practice it. They may know that having a well-designed professional image is important, but often times, the messaging takes a strategic backseat and is often relegated to the person who has a little extra time to whip something up. In larger companies, it may not be as simple as having "Bob in the back cube" come up with something. However, there could be a disconnect between the best, most strategic way to verbally engage your customers and what you're doing in your marketing collateral, on your website, in your advertising or in your retail environments.

In other words, creating a positive perception isn't the work of "afterthinking." It requires deep thinking, hard research and deliberate execution by your entire marketing, branding and advertising team.

Something to think about, anyway.