I love Sir John Hegarty! He’s been in the marketing/creative game for decades and speaks so many truths from his crazy experiences.
Some of you may remember one of Sir John’s most successful campaigns – the Levi’s advert with Nick Kamen getting undressed in a Laundrette. It revived the fortunes of Levi’s (and made boxer shorts fashionable!) and became one of the most talked about adverts ever created.
Sir John talks about one simple strategy and that is:
“Tell the truth”
Whatever your product or service, embrace it for everything it offers, whether it’s a unique or quirky feature, or it’s similar to other offerings in the market. There is always something that differentiates you, and the key to success is to wholeheartedly embrace that difference.
Focus on the benefits of what you offer
It’s something Boddingtons did years ago after being criticised by Londoners for having too much froth on their beer. They embraced their “froth” and created a story around it with tremendous success.
So, what is your truth? More importantly do you celebrate it for everyone to see?
Tell a story to bring what you offer to life
You honestly can’t go wrong if you tell the truth and bring what you offer to life with some emotion and creativity.
If you’d like some help clarifying the truths of your product/service and creating an enticing story around it, please get in touch with me.