Secrets

I read a book recently, and found it relevant to advertising. Here are the main principles.

It's tough to answer a brief. Part of the problem is deciding what to say. A good way to begin is to ask: what is my purpose? What am I trying to accomplish by composing and delivering this particular message to this particular audience?

Purpose is a fundamental concept, because the reason we communicate is to get things done. To bring a change in someone's thoughts or actions. We want to move the audience from Point A (where they are, intellectually, emotionally or behaviourally) to Point B. Point B could be buying a product, prefering a brand over another, or simply watching the football match on Saturday.

You can either confirm, challenge or change, your reader's emotions, beliefs or behaviour. They make a matrix of 9 combinations, of which you can only accomplish one at a time. Don't be greedy.

Even if you are only conveying information, try to understand why you are doing so. If not, you might as well read them the phone book.

There should be no secrets about your purpose. Your reader must be able to understand all your intentions. They must understand why each piece of your message is there, and how it fits with the rest.

Never leave them thinking, "Now why is he telling me this?"

Your purpose will control your content. Everything that helps you acomplish your purpose goes in. Other things go out.

What goes into your mesage is also determined by the needs of the audience. In most cases, you will have little personal acquaintances with your audiences. And yet, if your communication is to be effective, you need to make assumptions.

Consider the act of buying a gift for a total stranger. You could buy something (anything), but you won't know how they would react.

Think about the reader, and what you want them to do. Double-check to see if your readers find your message, important, interesting or useful to them. Know when your reader agrees with you and when they think you are bull-shitting.

The audience and the purpose controls the content. Always.