I champion a radically Prospect Centered brand of Ad
Creative. Regardless the client, product,
medium - in the Kamikaze Creative™ world Prospects rule.
I’ve been revamping the Kamikaze Creative Work Plan™
(soon to be chapters of a self-published EBook) to reflect the shift from Copywriters
as Writers to Copywriters as Problem Solvers.
Right now, it’s long, unwieldy, repetitive. Who knows
what awful else. After wrestling it too
long in solitude I no longer see what’s on the page. Only what I meant to put there.
Needing time away from it, I did what I suggest my
students do – passed it off to minds I respect.
I sent BETA versions to some of the smartest, most
creative, problem solving people in the business. All, I’m proud to say, former students. All but those still in school eclipse The
Master. Those still in school probably will.
I’m hoping they’ll send it back like I returned their
work. Chicken-scratched, questioned,
redundancies, confusions damned, typos, bad edits exposed.
Payback glee.
One tester pointed out some missing reality in the pages
she’d read thus far.
I push students to make an intimate connection with their
Prospect. Urge they meet them not as demographic, but as fellow human beings they like and respect.
I counsel read their magazines, listen to their music, watch
their shows. Learn their history. Go to their websites, bars, churches, Monster
Truck rallies. Make the connection.
Suggest they may be supplied with Prospect mega data from clients. Speak of input sessions, focus groups. Full baptism into Prospect lives, feelings, attitudes.
All to totally grok the Prospect. To strategize, concept and write in ideas,
viewpoints, voices the Prospect relates to. Will
engage in. Respond to, interact.
I want developing ad Creatives in the habit of approaching
the Prospect with deep understanding. Teach
the KCWP™ as a creative strategy document filled with Problem Solving Open
Objectives and smart, risk taking Kamikaze Key Facts.™
An internal process to lean on the rest of
their careers. The GPS to original concepts
Prospects cannot ignore.
I suspect it drives them crazy.
Why the push to learn Prospect Centricity now? Reality.
The kind my tester was talking about.
The deadlines and information you have aren't always
ideal. The client isn’t always Proctor
& Gamble, with researchers, focus testers, mega marketing departments.
The time you get to learn prospect-speak,
strategize, concept, present write produce can be - well, overnight.
Sometimes you rely on what you know, what your client can
tell you, what you intuit. Experience
and a few sprints around the client’s sales staff may be all you get. Exactly why I push, preach, demand, question
students so relentlessly on Prospect knowledge now.
There will be times all you have is yourself. You better know what to do, how to think. How to gut your way through.
You won't get there now without the backstory. Without a way to read the Prospect in abbreviations.
Without a system to learn today, save your
rear when reality bites tomorrow, you can only write for your peer group. Maybe dear old Mom and Dad.
Even on local and regional accounts, it’s not that easy.
I returned to teaching after being shown a beautifully
written, beautifully art directed campaign for AARP. Beautifully written, designed for 22-28 year
olds.
If I don’t teach you to totally immerse yourself in
Prospect culture now, when you get that job with skimpy input, little time, you
won’t be able to work outside your own head.
All you’ll have is people you know to draw from. Not a gut well fed on Prospect recognition.
Where will that intuited Prospect speak come from? Much, from the strength of your strategic process. The rest, from life.
In truth, you’re a student. You haven’t lived long enough, seen enough,
done enough to do it well without doing the work.
Venture into unknown, uncomfortable territory now. Make it a habit forever. Push farther, deeper into details that make
strangers – and strange situations – the gift of life’s Prospect Parade.
I believe in Prospect Rule. Live it, write it, teach it. Try to inspire a student’s eye, mind and gut
with the mysterious oneness in a crowd of strangers.
Have no use for Monster Trucks? Or the thousands of people who do? Those people may someday be the Prospect you
haven’t time or information to totally grok.
Why do they love the ear splitting, suffocating gasoline
inspired Monster Truck Car Mash?
First
thought? No intelligence. No taste to appreciate Monte Carlo Gran Prix.
Generalization hides their native intelligence. Prevents understanding, appreciating what
truly amazing feats of design, engineering, fabrication and obsession a vehicle
steering front and rear wheels in both directions at once while crushing a pile of
cars five rows deep requires.
Learn the process, do the work now. Live fully, go far enough, you’ll know know how to look underneath, inside people you would otherwise never know with or without sophisticated Prospect data. Let alone come to like them, relate to,
respect.
We can be shills, hucksters selling ice to Eskimos. Manipulators bending strangers to the client’s
will.
Or we can live our lives fully, looking for and into
those different from us for the sheer joy
of it. Talking, joining, feeling their thoughts,
cares, all they live for.
Be motivators, not manipulators. There’s a huge difference, one a closed mind
will never get.
Let overkill guide you, life show you the way now. Before you’re thrown into the fire.
It’ll teach you to motivate the Prospect. Engage them in work that’s honest, knowing, spot
on.
My former student is right. Reality can kill the ideal.
Arm yourself by over plying the process
now. Get to know the wide swath of
humanity before you find yourself working in the dark.
Nail it while you’re learning your craft, not plying
it.
Live life fully among them.
Let your future Prospects be your guides.
As with everything posted in kamikazecreative.blogspot.com, this material is (c) Doreen Dvorin/Kamikaze Creative(TM). This post (c)2015, Doreen Dvorin
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