10 Tips for Good Creative in Bad Times

Jim Castanzo of Godfrey’s B2B Insights Blog offered 10 solid tips for producing effective creative during a downturn. Here’s his list:

1. Make your message relevant.

2. Speak as an authority.

3. Conduct research.

4. Speak directly to them [audience].

5. Sell benefits, not features.

6. Integrate [message across all media].

7. Demonstrate. [Using smart visuals.]

8. Perform a competitive analysis.

9. Be genuine.

10. Think different.

As Jim points out, there’s nothing new here. But in bad times the basics are more important than ever.


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