2. Translate that inherent drama into a meaningful benefit: people buy benefits, not features. Stick with one or two … three at most.
3. State your benefits in as believable a way as possible: it must be accepted beyond doubt. Begin with the inherent drama and turn it into the benefit(s).
4. Get people’s attention: people don’t pay attention to “ads” they pay attention to what interests them. Forget the ad. Make the product or service interesting!
5. Motivate your audience to get involved: tell them to visit you online, come to your store, call or email you. Tell people exactly what you want them to do.
6. Be sure you’re communicating clearly: zero ambiguity is your goal. Communicate from the customer’s perspective and make the message clear.
7. Measure your finished marketing materials against your creative strategy: use a creative strategy to maintain consistency and as a guideline for all your marketing materials. This strategy is your business’ blueprint.
Paraphrased from: Jay Conrad Levinson’s Guerrilla Marketing, 4th edition
