Inspired By Growth: Augment Addresses Advertising

A famous writer by the name of Roy Williams tells the best stories. He is literally THE guru of writing, marketing, and advertising. He created the Seven Laws of the Advertising Universe in his book "The Wizard of Ads" (excellent reading). I thought it would be fun to offer the perspective of the consultant or agency in this article. For One, I thought perhaps clients didn't know what it was like to be in our shoes and would want to hear this perspective. Secondly, I think that it will open your eyes to really great ideas that will manifest new growth in your advertising.

I have picked four out of seven key laws and made a comment after each describing the other perspective to illustrate how best to approach or think about the law.

1) An Energy of Words has existed since the day He said, "Let there be light." Learn how to use this energy. You are created in his image. Trisha's comment - with the internet growing by leaps and bounds daily, small businesses have no choice but to create presence on the internet. Some clients still have not taken the plunge believe it or not. Words are our energy. Begin writing. Develop a program or guide for your clients. Developing key material for your company is essential to your success. Let words augment your growth. Do not let fear of the unknown keep you from taking the first step.

2) Intellect and Emotion are partners who do not speak the same language. The intellect finds logic to justify what the emotions have decided. Win the hearts of the people, their minds will follow. Trisha's comment - this is soooo true in advertising. Some clients begin analyzing campaigns to death. I call this "analysis paralysis". Certainly, you will not augment growth if you never make a decision. Emotions or evoking emotive responses work very well in advertising. That isn't to say that you should not take an educational approach to advertising. In my experience, what works best is a balance between Education and Emotion. A winning combination.

3) Opportunity and Security are inversely proportionate. As one increases, the other must decrease. High returns are gained form low-risk strategies only through the passage of time. He who will cheat time must embrace the risk of failure. Trisha's comment - Again, Roy Williams is superb. Number three can go hand-in-hand with number two. If clients never take a risk, how will they have the opportunity to test the market. Creativity comes from the gut many times because it is evoked by emotion. Sure, one can fail utilizing all emotion and no logic, but isn't it fair to say that great ideas are often ideas that can come literally from a vision. It can happen that fast. I say that to say, take a chance.

4) Engage the Imagination, then take it where you will. Where the mind has repeatedly journeyed, the body will surely follow. People go only to places they have already been in their minds. Trisha's comment - I do think that the more you allow your advertising agency, your employee, your partner, or your marketing consultant to engage in creativity and use their imagination, the more often you will gain the best they have within them. Harnessing imaginations keep creativity from flowing. Allowing it to flow can create some of the most amazing marketing and advertising ideas ever to be produced. [This excerpt was taken from "The Wizard of Ads" by Roy H. Williams, renowned advertiser, marketer, and author.]

By no means, am I saying that all decisions are emotional, immediate responses; but, I am saying that in order for "juices to flow" to create ideas that will possibly enhance your image and increase revenues, it's a risk worth taking. Be creative, take chances, live on the edge. Cutting-edge, break-through ideas do not come around everyday. Thinking in the box will not get you there. You would never know when a campaign, a new logo, or a new tag would augment your company to an entirely new level.

Coming from the consultant side, I hope I've given "you" the entrepreneur or small business marketer some advice on how to work with consultants and employees to produce the absolute best results.

Inspired by Growth Blog is driven to gain insight for those seeking advice as well as receiving advice. Your marketing and advertising may be in the hands of someone else, but if you are the kind of person that is really, really good at what you do....let your consultants or agencies do what they do best and await the results. I promise if you step back, you'll be amazed at the results.

A little perspective goes a long way sometimes.


[Trisha Ahlman is the CEO of Augment Marketing Group and has over 15 years experience in marketing for corporations and small businesses. She sits on several creative and strategic development boards nationwide. "Inspired by growth" from its inception, Augment's mission is to inspire growth in all businesses large or small when developing strong brands. We believe in inspiring, learning and growing. She can be reached at trisha@augmentgroup.com or www.marketingmyinternetbusiness.com ]