About Compelling Concepts
Compelling Concepts is a different kind of marketing communications company. We’re specialists in a business of generalists. And our specialty is making the complex compelling.
Our focus on providing black belt writing and creative services to high-tech and business-to-business clients has given us a unique, insider’s view of the marketplace in which you compete. And it gives us an incomparable advantage in helping businesses clearly communicate the benefits of their products and services.
We’ve been doing since it since 1988. That’s why we do it so well.
Why “good enough” never is.
We start with questions, not off-the-cuff answers. What’s the key audience for your product or service? What’s the key benefit? Who’s the competition? What’s their track record? What’s different about your product or service? What will it take to win?
The answers to those questions are the building blocks for a strong strategy. Without one, it’s impossible to achieve marketing success.
With a solid strategy to build on, we can create the kind of marketing communications that’s both interesting and relevant to your target audience.
And the marketing communications that we produce ultimately define both you and us. That’s why our goal always is consistently to achieve a level of quality and attention to detail that goes well beyond the expected.
That’s because our aim is to increase your market share by enhancing the perception of your product or service within your target audience.
Bottom line: creating a marketing communications piece is easy. Creating communications that makes your company stand out isn’t. But that’s the only kind Compelling Concepts will settle for.
Marketing communications only succeed when they convince, and they only convince when the communications are relevant, believable and consistent in tone, voice and look. Those are the essential elements of any company’s marketing and branding efforts, and the tools of our trade.
On breaking through the clutter.
Getting someone to notice an ad or promotional piece and actually stop to read on is where the art and science of advertising apply. It’s not just about graphics. And it’s not just about copy. It’s a marriage of the two. When that marriage is successful, people get the message.
Another important consideration is tone. It’s set from the very beginning in the creative concept, which must reflect the strategy.
Whether whimsical, serious or somewhere in between, the writing has to follow a consistent tone.
That’s what makes a campaign. And a good, consistent campaign, whether it’s in print or broadcast, is what defines good advertising.”
On not playing it safe.
As soon you step into the marketing arena, you’ve entered a shouting match. The only way to be heard is to find a compelling voice.
That’s the only way an ad or Web site can fulfill its primary function: to call attention to itself.
Every reader is blasé when it comes to ads and Web sites. An enormous headline with the product or company name is hardly enough to stop the indifferent reader.
Ultimately, advertising is a team sport. Creative teams have to work closely with clients to insure that the message is on strategy and on target. The wrong message to the wrong audience isn’t just a waste of time; it’s an unconscionable waste of money.
Our goal is your goal.
We want to make your business grow. That’s why you run ads and develop online messaging. And that’s why you want people to stop and read your messages, pay attention to your commercials, and visit your Web site.
But why should they if your messages are confusing, dull or irrelevant?
Few messages stand out from the clutter. Those that do were created by people who got the secret code ring. They know that a marketing message can only accomplish two things:
- get noticed, and
- convey one clear, compelling message.
Why? Because mountains of research have proven that readers and viewers only take away a single message from an ad or commercial.
Compelling Concepts brings a unique competency to helping clients achieve marketing objectives, one step at a time, one message at a time.