Rory Bolen

• Bad creative work not getting the attention you deserve • Missing key benefits or product/service messaging not landing • Media budget constraints - limited reach or exposure • Ineffective call to action - improve all customer touchpoints • Not understanding your customers or undefined target market • Unrealistic goals or using the wrong channels • Your product or service sucks!???

There is no need to reinvent the wheel. Buying into a franchise: • Receive marketing support, known brand name, and shared media exposure. • Access to the operations playbook, business model structure, and proper training. • Funding access and help. Plus improved buying power. • The ability for rapid, cost-effective expansion and faster ROI. Launching your own franchise brand: One thing to consider or protect yourself from... What makes your business or brand unique or special can be watered via franchising.

On average, five times as many people read the headline than the body copy. So, make it count and NOT SUCK! You MUST have the creativity and COURAGE to write the headline that demands attention and connects to consumers. Headlines that speak like your customers will help you establish trust and empathy. Great headlines are what most people think, but do not say out loud - from the minds of your customers. Fall in love with your customers and their problems. Trust and empathy are necessary to produce great ads. Great research is the backbone of a successful copy/ad because you can always find one odd or unique fact or info nugget that can spearhead the ad concept in that off-the-beaten creative path for something new and original idea.

Take a Stand! And Stand out! No one gives a cr@p!! about your brand/advertising! Given that, I believe great work can make them care with these 3 elements: RELEVANT - a reason to buy. LIKABLE - will connect with you. UNEXPECTED – will actually remember you It's simple... Be Useful, Relevant, and Entertaining! Go ahead, and earn their attention which becomes earned media. Plus, wouldn't you rather outsmart than outspend the competition? Turning attention into retention with built-to-relate campaigns, creating results and consumer connectivity. Calling Attention to What Matters... Your Brand! The Brand with the Most Friends Wins!

Marketing Director's creative briefs are so crucial. • Develop collaboratively. The brief is not meant to be a static document but a collaborative exchange. Talk about your strategies, exchange ideas, and develop a stronger brief together. • Invest time for feedback. Always seek input from your internal marketing, product, sales teams, and other decision-makers or stakeholders before finalizing a creative brief. • Standardize and streamline the approval process. Establish clear ownership of the approval process. Bad briefs can be frustrating - wasting time and money—including the rework, unnecessary meetings, and conflicting strategic direction. Every project should start with a great brief. Exceptional work never happens without one.