{"id":1608,"date":"2019-05-08T15:18:07","date_gmt":"2019-05-08T15:18:07","guid":{"rendered":"http:\/\/www.wensmedia.com\/ens-on-sales\/?p=1608"},"modified":"2019-05-08T15:18:07","modified_gmt":"2019-05-08T15:18:07","slug":"strategy","status":"publish","type":"post","link":"https:\/\/www.ensmediausa.com\/ens-on-sales\/uncategorized\/strategy\/","title":{"rendered":"\u201cStrategy\u201d"},"content":{"rendered":"

#1 in the 7 Criteria for Successful Advertising<\/h2>\n

As a reminder, in case you didn\u2019t read last week\u2019s ENS on Sales titled \u201c7 Criteria for Effective Advertising\u201d, these next few weeks we will be discussing each of the seven criteria.\u00a0To read last week\u2019s issue and catch up,\u00a0click here<\/a>.<\/h4>\n

<\/h4>\n

Strategy is listed as the #1 criteria because, quite simply, it\u2019s the most important element that determines the success of a business or a product.<\/h4>\n

<\/h4>\n

So, what is strategy?\u00a0Strategy is what you want your business or product to be \u201cknown for\u201d.<\/h4>\n

<\/h4>\n

I\u2019ll use the insurance category as an example.\u00a0What is GEICO \u201cknown for\u201d?\u00a0Their slogan is, \u201cIn 15 minutes or less you could save 15% or more on car insurance\u201d.\u00a0Their strategy is simply that you will save time and money!\u00a0It has nothing to do with better insurance, creative packaging options, or better or faster claims.\u00a0Those strategies are left to other companies.<\/h4>\n

<\/h4>\n

If GEICO owns the \u201csaving time and money category\u201d, what does Farmers Insurance want you to know them for?\u00a0Regardless of how crazy your claim may be, they will pay the claim!\u00a0They substantiate that strategy with their slogan, \u201cWe know a thing or two because we\u2019ve seen a thing or two\u201d.<\/h4>\n

That\u2019s strategy!\u00a0It\u2019s what the business is \u201cknown for\u201d.<\/h4>\n

<\/h4>\n

Most small to medium-sized businesses that you deal with on a local level don\u2019t have a strategy.\u00a0In fact, if you ask them what their business strategy is, you\u2019ll get answers like, \u201cI don\u2019t know what you mean\u201d, \u201cI don\u2019t really know\u201d, or \u201cI don\u2019t think we really have one\u201d!<\/h4>\n

<\/h4>\n

Once you understand what a company\u2019s strategy is, it\u2019s much easier to craft messages and campaigns.\u00a0If they don\u2019t have a strategy, help them create one.\u00a0How to uncover or create a business strategy is a whole other topic and discussion for another day.<\/h4>\n

<\/h4>\n

If you have questions or would like to discuss more on strategy, email me or give me a call.<\/h4>\n

<\/h4>\n

Next week, we will discuss Criteria #2, The Message\/Ad.<\/h4>\n","protected":false},"excerpt":{"rendered":"

#1 in the 7 Criteria for Successful Advertising As a reminder, in case you didn\u2019t read last week\u2019s ENS on Sales titled \u201c7 Criteria for Effective Advertising\u201d, these next few weeks we will be discussing each of the seven criteria.\u00a0To read last week\u2019s issue and catch up,\u00a0click here. Strategy is listed as the #1 criteria […]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[388,456,457,132],"class_list":["post-1608","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-business","tag-criteria","tag-messages","tag-strategy"],"_links":{"self":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/1608","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/comments?post=1608"}],"version-history":[{"count":4,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/1608\/revisions"}],"predecessor-version":[{"id":1612,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/posts\/1608\/revisions\/1612"}],"wp:attachment":[{"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/media?parent=1608"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/categories?post=1608"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ensmediausa.com\/ens-on-sales\/wp-json\/wp\/v2\/tags?post=1608"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}