Have,You,Made,Your,amp,#34,Str business, insurance Have You Made Your "Strategy Theme Sheet" &a
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A "Strategy Theme Sheet" is a self made work-sheet document which helps youidentify the basis and theme of your advertising upon which you expectconsumers to purchase your product in preference to your competition. The"Strategy Theme Sheet" deals directly with your advertising copy. Themajority of the content of a Strategy Theme Sheet comes from the product andthe consumer demand for which the product was designed.The Strategy Sheet is made up of eight subjects:1) Objective - Your advertising objective will start out with "Myadvertising will.....". Of course your advertising will perform some kind offunction, so you need an action verb next. Some common verbs used are"convince, persuade, and communicate". "Remind" could be another verb used.For example "Have you had you Wheaties today?" would be a Reminderobjective. I prefer using the "convince objective". It demonstratesconfidence and the use of persuasion, something that occurs inside theconsumer's mind.2) Target Consumer - This is more than a simple statement of demographics.Women, 18 to 45 may be correct, but "Working Mothers, 18 to 45" or"Homemakers 18-45, may be an even better description. Focus your efforts andadvertising copy on that specific group. Write out several different phrasesdescribing your target consumer in fine detail. Remember, your talking abouta real person here.3) Product Benefit(s) - Simply put this spotlights the features and benefitsof the product itself. Cost and Quality are your major players whendescribing your product benefits. Note: Price + Quality = Value!4) Consumer Benefit(s) - These benefits are the reflection of how theproduct affects the consumer's life. Making the consumer's life or task athand easier, faster or more desirable. It's how you "make the consumerbelieve" your product's unique advantages for them and their life. Note: UseProduct Benefits or Consumer Benefits, not both.5) Support - One major part of your support statement is how you show,prove, vindicate or corroborate evidence to support your claims about yourproduct. Support is also the reason you provide the product and consumerbenefit(s) you your claiming. Many advertising strategies fail because thethey failed to support the claims of the product and consumer benefits.6) Product Wishes - Product Wishes should describe an "almost instant"gratification, effect or good feeling that your product will offer. It'sshort, direct and to the point. Product Opportunity is the stereotype ofadvertising. An example would be "Get our product and be the King of YourCastle". Now we know there are few monarchs in the home and more often thannot it would be the "Queen", but it portray a feeling no matter howridiculous that this guy will be the King of his Castle if he would only buythis product.7) Product History - I would have to say that the best way to describe themeaning of "Product History" is "heritage" of the product. Maybe yourproduct has been around forever, then you would say why your product hasbeen around that long. Your product may be brand new, then you woulddescribe the descendents of your product and how and why it progressed toyour product. Note: Use either "Product History" or "Product Wishes", butnot both, and do not confuse "Product Wishes" with "Product Benefit(s)".Product Wishes and Product History are a style of advertising not a list ofbenefits.8) Miscellaneous - This part is simple. If it doesn't fit into a subjectabove put it here! Ideas, thoughts, or just about anything else!Ok, now make you self a list of these headings. Then start by focusing onone subject. Give each subject lots of thought. This is not something yousit down and do in ten minutes. You may have thoughts about a subject at anytime for days. Give yourself a week with the Theme Sheet and every time youhave a thought about your product list it on your theme sheet. A week latersit down take the best from your list and start writing your advertisingcampaign. Save the list, this way you can refer back to it, add to it anduse it again. Article Tags: Theme Sheet, Product Wishes, Product History
Have,You,Made,Your,amp,#34,Str