It’s tax time again. Some people have already filed their returns, some have just started, but many are dreading the hours of paperwork or scheduling an appointment to go visit their tax preparer. Now, since I’m a numbers type of person I’ve already filed my tax returns, but this year I was struck by the similarities between an angst-free tax season and a smooth and efficient marketing project.
Like taxes, marketing requires organization and effort. Perhaps the most difficult part of tax preparation is the means by which you organize your tax documents. You need to have your wage and earnings statements, receipts for deductible expenses, mortgage information, etc. A marketing project is similar – the better your preparation, the easier the process.
How to prepare for your marketing effort
As with most projects, preparation typically provides a successful outcome. Creating marketing collateral is a process of gathering, distilling, and delivering information. First, we start with a creative brief. The creative brief outlines the purpose of the piece, the target audience, the goals and objectives, required elements, and the message tone. The brief may also contain requirements, such as “must fit a business envelope” or to limit the length of a radio spot to 30 seconds.
Next is the content and information gathering. Not only are the required elements needed (logo, website, etc.), but images, research and draft copy are needed during this stage. All the information available then becomes distilled, casting off the superfluous and honing the message. The message needs to be refined to resonate with the audience. Copywriters have the ability to take large amounts of information and focus the message, which is most important to your audience without the “fluff “or filler content.
The project then moves from distilling the content to delivery. This is where the creative director and designers do their work. They need to take all the pieces and assemble them into the final product for the audience. Just as a tax preparer organizes your financial information, the creative director organizes the pieces to fit the constraints and deliver the key message to your followers.
Timing
Your tax return has a deadline and your marketing piece probably does as well. And, like your taxes, planning ahead and starting early avoids mistakes and the last-minute rush. So, start with that folder of ideas and begin that helpful organization process now.
