Without the Pomp and Circumstance
Without the Pomp and Circumstance
In making the ad that sells, it is not about you, or your product, or your company.
Yes, branding is okay. Being perceived as the expert, as trustworthy, is okay.
Having a great product is okay – even great.
But before all the smoke and mirrors, before the hype about your product and its features and its details and what sets it apart from everything else – you have to zero in on what is important, zero in on the hero in the story.
The customers.