1. Concise guide: Move from tell to sell…
Telling and selling are NOT the same – It sounds obvious but marketers and salespeople confuse the two like it’s nobody’s
business. Quite fitting because if that’s the case, it will most likely be - nobody’s business.
We have often found that peoples’ motivation to embrace your brand has very little to do with what the in-house
marketing team is usually focussing on – Namely: Features and attributes instead of human benefits, moods and lifestyles.
The trick is to understand that people and businesses buy in relation to their own situations and for their own unique
reasons. In other words, find out how a product or service applies to the target market’s deeper desires – then connect
the dots. Therefore, effective marketing should be tailored for the well-researched and general target market – Provided
that the target market has been effectively chosen in accordance with a business strategy designed for profitability –
Powerhouse Advertising’s speciality.
Firstly, one must realise that useful research involves empathising with the target market and asking the right questions –
this should result in the discovery of useful insights in a more “abstract” form. Examples of useful research results, which
tend awayfrom generic answers, may include human values such as being associated with the, “In” crowd or attaining
peace of mind through a certain brand. Once these insights have been discovered, branding becomes a lot more exciting
and effective.
Applying these insights to our strategicprocesses and brand design is where the real fun begins. It’sfun because it’s a
challenge to get awesome results and rewarding because when clients put their faith in us, we do - get the results. Our
excitement stems from the fact that technology is constantly pushing the evolution of marketing down new paths – We
have enteredthe era in which effective brands are BEING FOUND, being suited to and trusted by customers rather than
just being shoved in front of their faces throughout their business cycles.
In this ageof increased technological stimulation, we find ourselves bombarded with advertising that our brains’ have
adapted to filter out. It is for this reason that simply “telling” is outdated and to increase profitability, we believe brands
need to adapt their marketing in the following ways:
 Enhance the probability of your brand being found online. When done right, search engine optimisation, AdWords
and social media marketing are highly effective.
 Create a brand imagethat is completely relevant to your target market and outstanding in relation to
competition. Empathise. Embrace. Enhance. Powerhouse Advertising will show you how.
 Have your brand tell a consistently interesting story across all its communications – We pride ourselves in having
the ability to develop concepts that appeal to a target market’s emotions with action- inducing messaging and
design.
 Finally, stay tuned in to the changing tides within your industry - keep track of potentially dangerous “swells” and
adapt accordingly. With Powerhouse, you will come to find that these swells may be turned into waves of
opportunity.
Yourgrowth, oursuccess.
Written by Gary Wright,
Powerhouse Advertising.
To learn more about our processes and how they can work for you, visit our website, go to Slideshare or give Bev or Brian
a buzz.
Beverley Cosslett
011 100 4104
Brian Wright
011 100 4103
www.poweradvertising.co.za