A "Strategy Theme Sheet" is a self made work-sheet document which helps you
identify the basis and theme of your advertising upon which you expect
consumers to purchase your product in preference to your competition. The
"Strategy Theme Sheet" deals directly with your advertising copy. The
majority of the content of a Strategy Theme Sheet comes from the product and
the consumer demand for which the product was designed.
The Strategy Sheet is made up of eight subjects:
1) Objective - Your advertising objective will start out with "My
advertising will.....". Of course your advertising will perform some kind of
function, so you need an action verb next. Some common verbs used are
"convince, persuade, and communicate". "Remind" could be another verb used.
For example "Have you had you Wheaties today?" would be a Reminder
objective. I prefer using the "convince objective". It demonstrates
confidence and the use of persuasion, something that occurs inside the
consumer's mind.
2) Target Consumer - This is more than a simple statement of demographics.
Women, 18 to 45 may be correct, but "Working Mothers, 18 to 45" or
"Homemakers 18-45, may be an even better description. Focus your efforts and
advertising copy on that specific group. Write out several different phrases
describing your target consumer in fine detail. Remember, your talking about
a real person here.
3) Product Benefit(s) - Simply put this spotlights the features and benefits
of the product itself. Cost and Quality are your major players when
describing your product benefits. Note: Price + Quality Value!
4) Consumer Benefit(s) - These benefits are the reflection of how the
product affects the consumer's life. Making the consumer's life or task at
hand easier, faster or more desirable. It's how you "make the consumer
believe" your product's unique advantages for them and their life. Note: Use
Product Benefits or Consumer Benefits, not both.
5) Support - One major part of your support statement is how you show,
prove, vindicate or corroborate evidence to support your claims about your
product. Support is also the reason you provide the product and consumer
benefit(s) you your claiming. Many advertising strategies fail because the
they failed to support the claims of the product and consumer benefits.
6) Product Wishes - Product Wishes should describe an "almost instant"
gratification, effect or good feeling that your product will offer. It's
short, direct and to the point. Product Opportunity is the stereotype of
advertising. An example would be "Get our product and be the King of Your
Castle". Now we know there are few monarchs in the home and more often than
not it would be the "Queen", but it portray a feeling no matter how
ridiculous that this guy will be the King of his Castle if he would only buy
this product.
7) Product History - I would have to say that the best way to describe the
meaning of "Product History" is "heritage" of the product. Maybe your
product has been around forever, then you would say why your product has
been around that long. Your product may be brand new, then you would
describe the descendents of your product and how and why it progressed to
your product. Note: Use either "Product History" or "Product Wishes", but
not both, and do not confuse "Product Wishes" with "Product Benefit(s)".
Product Wishes and Product History are a style of advertising not a list of
benefits.
8) Miscellaneous - This part is simple. If it doesn't fit into a subject
above put it here! Ideas, thoughts, or just about anything else!
Ok, now make you self a list of these headings. Then start by focusing on
one subject. Give each subject lots of thought. This is not something you
sit down and do in ten minutes. You may have thoughts about a subject at any
time for days. Give yourself a week with the Theme Sheet and every time you
have a thought about your product list it on your theme sheet. A week later
sit down take the best from your list and start writing your advertising
campaign. Save the list, this way you can refer back to it, add to it and
use it again.
About the Author
"Wild Bill" Montgomery
http://www.MakingProfit.com
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