"There are no dull products, only dull writers."
David Ogilvy - Founder of Ogilvy & Mather and a father of advertising
HOW we say it
Compelling communications not only use words and arguments that appeal to their target audiences, but they say the same things over again, just to make sure they're understood. To be sure that what we're saying makes sense (coherent) and that we're always saying the same thing (consistent), we need a reference document.
In 2015, we worked with Mobeewave, a young company in the FinTech sector. The messaging we devised with them is embodied in the illustration and can be seen in the video. The website has undergone a few iterations since then, but the core message remains the same.
"The cashless society is coming. We need an easy, secure way to receive money, in-person, from anyone, even strangers."
To maximize the chances of someone reading the whitepaper you worked so hard on or spending longer than a minute or so on your website, it's essential to organize the information so it's easy for them to find their way round it.
In 2017, we worked with IATA, the International Air Transport Association, on a brochure that groups their entire offering of business intelligence products, and financial, consulting and training services. They wanted one change from previous editions: potential customers should be able to easily locate the products and services that might interest them.
We proposed a structure for the brochure based on customer pain points, asking questions they could readily identify with. We also proposed a clear structure for the products and services that ensured each answered the question related to it, and presented a real solution to the problem.
content revision and production
Thought leadership content
Thought leadership is not just bringing something new to the table, though that can be invaluable. It's also showing that you know what you're talking about, and that's essential to establish credibility.
Whitepapers, e-books, byline articles and interviews, speaker engagements, curated content and blog posts are all ways of putting your expertise out there.
In 2011, we worked with Sensio Technologies, makers of 3D technology, to be featured in relevant publications such as the IBE Magazine (International Broadcast Engineer) on the subject of 3D broadcasting.
In 2015, we worked with Mobeewave to publish an article in Korea's Electronic Times to show potential partners in the mobile phone industry that Mobeewave had valuable perspective on the future of mobile payment.
Lead generation content
Generating leads means identifying potential customers, or helping them identify themselves. Your website is the hub for this activity, with other content hooking and driving audiences there. Your website content triages them, and can be gated (behind a lead-gen form) or not, depending on the buying stage they're at and your strategy.
In 2014, we worked with ProTenders, a cloud-based platform for the construction industry, combining tools, networking, and management information. An explainer video on the website homepage enabled suspects to understand in the shortest time possible whether the platform solved their pains.
In 2016, we worked with Keatext, a cloud-based text analytics platform, on case studies that helped different industries understand what Keatext could do for them.
Lead nurturing content
Any potential customer who has shown interest in your product or service, whether they are known to you or not, needs to be able to receive more information to help them in their buying decision, as time goes on.
Whitepapers, case studies, comparative studies help at the early stages of decision-making. Emails, newsletters and blog posts can sustain interest.
In 2016, Keatext wanted a guide to help companies considering text analytics understand their options. We proposed two fictitious potential customers, and used their cases to compare the different types of solution, including Keatext's, weighing the pros and cons for each situation.
Every year, IATA runs an email renewal campaign for its Dangerous Goods Regulations, one of its star products. For the 2016 campaign, we recommended providing customers with value-added content alongside the call to renew, and adding a human side to the product.
Brand building content
Advertising and advertorials are a great way to let potential customers know you exist and convey key messages about your product or service. Even established brands need to remind customers what they stand for, and show that they're still relevant.
In 2010, Sensio was targeting several industries, associating quality and their 3D format. This ad aimed to surf the 3D cinema and live alternative content waves to get cinema distributors to request Sensio.
In 2016, IATA focused on the proliferation of lithium batteries to remind the world of its authority in the shipping of dangerous goods.