In advertising, strategy is the way you plan to sell the product, not the words & pictures you use to sell it.

Strategy planning consists of saying what you need to say it, even before you’ve found the right way to say it.

• Make meaningful promises to your target audience, but never overpromise.
• Stress benefits over selling points (emotional benefits are often more convincing than logical ones).
• Never risk offending (know how much your consumer is willing to stand for).
• Keep it simple, if it is simple & it works, chances are it wasn’t easy to invent.
• Make your target think, “hey this really is me they’re talking about.”

The 1 page downloadable ‘Campaign Strategy Statement’ is a handy tool from R+R that asks the right questions up front to help create advertising that works.

Remember – most products are not unique, it’s how you present them in advertising that makes the real difference.