Yes, we’re talking production. Clients want you to produce work. This is, after all, what they hire us for; Is it not?

Yes, you say, with great affirmation.

Wrong.

What clients hire us for, what they really hire us to produce, are results. The work is a means to an end and that ultimate end result is sales. Not awareness in and of itself, not leads, although these are steps along the path, not likes or clicks, but actual hard-boiled sales, measured in ounces of gold.

Advertising to sales ratios are one measure clients use to determine how much of their advertising budget goes into each sale. Some clients, depending on the nature of their product or service, might look at lifetime value of a customer, assuming the product or service involves repeat purchase. For instance, your wireless phone service vs a dog leash.

The wireless service may spend hundreds of dollars closing you as a customer knowing for sure that once they have you, they will have you for a good many years, so the initial cost of sale is amortized over the life of your engagement.

The dog leash people, on the other hand, cannot afford to spend any more than a few bucks to achieve your purchase of their product. And it’s a product you will likely have a lot longer than your wireless carrier. Or at least as long as you have your dog.

If you don’t understand your client’s business, you cannot produce effective results. It’s pretty simple. If you don’t understand the perceived value in the mind of the target customer, you will not achieve effective results.

Brand value is derived from consumer need based on real insight into their emotional relationship with the brand. This emotional relationship is expressed in the brand idea.

Getting it right triggers deep connections that make the cash register ring; and that my friends is what they pay us for.

Are you creating killer content? Is your content engine in overdrive? A boiling, overheated, over expressed machine; choking the very channels from which you hope to win new customers and build deeper relationships.

Not all content is created equal. And not every potential consumer touch-point warrants the presence of your brand.

The buyer’s journey is almost always a process of discovery, investigation, ingestion, peer-to-peer consultation, more investigation, purchase consideration, then final decision and purchase of the winning brand.

Consumers need downtime. They need free space to think, confer with friends and thoughtful consideration of their options. They need ad free, clutter-free space. They need respect.

Robotic ad buying and over-zealous social media content stuffing can destroy brand perception.

Too much, is well… too much. And enough is enough. Brands that lack insight and deep strategy default to polluting their own channels; paid, owned and earned.

Clients are spending untold amounts of money on bad content decisions. Content strategy should be a very direct and meaningful extension of your brand idea. Your brand idea needs to express the desires of your customers. The story of your brand is the story of your customers.

Telling this story in the most meaningful and relevant and respectful way is the ultimate expression of your brand.

Killer content; thoughtful, respectful, entertaining, informative and insightful. Creative content is the stuff that turns prospects into customers.