A to Z of Marketing: E - Essence

If clarity is a sign of effective marketing, then how do you get there? The answer lies in finding a product’s essence. Once you boil away all of the fluff, the essence of the brand should be its greatest consumer benefit.

In fact, it’s well-know in marketing that if you are about to launch a full-scale campaign with ads, TV, radio, billboards, direct mail, etc. that you should always start with the billboards first.

Why?

Because effective billboards use seven words or less – thereby forcing you to hone in on your product’s core advantage. And forcing you to practice that other great e-word - “edit.”