The details of our creative process
Since our role is to draw prospects in, we don't pose questions that give prospects the chance to say "no." They'll turn the page. We challenge the reader, instead, and help them see things in brand new and provocative ways. Our best work draws prospects in targeted segments.
We do it all without hype because most hype is more than annoying. It's often untrue. If no one else has labeled you the "best," "first," "leading," "most reliable," or some other superlative quality, we don't claim it. It's not worth the lost sales and bad reputation.
There's one other thing we don't do. We don't tell everything. The more you say, the more likely it is that a reader will find a reason not to get in touch with you. So we stick to the benefits - the solutions to your prospects' pressing problems - and leave the specifics to the nurturing and sales processes... and the content we create to support them .
Of course, words can't tell everything, so we let pictures talk - not merely decorate. To convey key ideas, reinforce primary messages, or tell your story all on their own - without the copy - images are a great way to save a thousand words.
It's all part of an approach that puts us in your prospects' place. It makes sure that we do the hard work and make everything crystal clear. If prospects are forced to figure out what we mean, they may reach the wrong conclusion. With this in mind, we rely on what is - the actual perceptions and expectations of the marketplace - not on what people want reality to be. Unless you've got the assets of Microsoft or Procter & Gamble, we help you change over time, not overnight.
Even if we've done everything right, it's worthless unless your market gets your message. So we put as much effort into picking the right media that put you in front of your customers... over and over again. We make it easy for prospects to find (and recognize) you and your products or services.
To do this, we realize that you never have enough money to do all the things you'd like to do. That's why we stretch your resources (and ours) to help you get everything you need. Then, if there's anything left, we'll also give you what you want.