Here is a checklist for all your marketing communications. Ask yourself the following questions and see whether your marketing communication achieves the following objectives:
- Does your marketing communication grab Attention?
- Does your marketing communication clearly identify your brand? Does it do so immediately and throughout the advertisement?
- Does your marketing communication reinforce your brand identity?
- Does the your marketing communication clearly communicate your brand’s unique promise?
- Is your marketing communication tone and style true to your brands Essence and Personality?
- Does your marketing communication have a Positioning Statement that reinforces the brand’s Promise?
- Does your marketing communication connect with the reader / viewer on an emotional level? Fear? Hope? imagination?
- Is your marketing communication significantly different from that of your competitors? Could another competitor make the same claim? If you inserted a competitor’s logo would it make no sense or be unbelievable?
- Does your marketing communication have a good Offer?
- Does your marketing communication make the reader/viewer believe they will be better off by purchasing your brand?
- Does your marketing communication have a strong Call To Action?
- Do you have the process in place to capture (and measure) responses? E.g..: Keyed Ads?
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