A marketing consultant called for help creating his client’s trade show booth. “Obviously we need to put the client’s name and logo at the top,” he said. “I need you to write something catchy that I can put beneath.”
I said, “Let’s do the opposite. No one cares who your client is or what the logo looks like until they know — and want — what your client can do for them. So a strong, benefit-oriented headline should go at the top. Those who want that benefit will then look beneath to find out where to get it. That’s where the name and logo belong.”
After a long pause, the consultant said, “Gee, you think differently.”
Did I mention he is a marketing consultant? As such, he is not unique.
—Steve Cuno
I said, “Let’s do the opposite. No one cares who your client is or what the logo looks like until they know — and want — what your client can do for them. So a strong, benefit-oriented headline should go at the top. Those who want that benefit will then look beneath to find out where to get it. That’s where the name and logo belong.”
After a long pause, the consultant said, “Gee, you think differently.”
Did I mention he is a marketing consultant? As such, he is not unique.
—Steve Cuno
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