Share the Vision

If you can see it, they will buy it.

This is the third installment about RPV Sessions, (Reputation, Promise, and Vision) that we have at our agency. (see the February 14 and March 7 posts) These sessions, when done correctly, help us gain clarity on what the brand and it’s position is. We end up with a list of “power words” tailored to the brand. These power words become the base for concept and copy development that leads to big, ideas that bring tears of happiness to a client’s eyes.

Vision is the third part of the Reputation, Promise, Vision (RPV). For a quick review--
Reputation is what prospects and customers are saying about your brand.
Promise is the tangible attributes your brand gives the customer.

Vision is what people will be or become through interaction with your brand.

Here are some examples of visionary words:
Happier, healthier, prettier, safe, confidant, relaxed, stronger, popular, respected.

When you are considering the purchase of a piece of exercise equipment, how do you envision yourself?
A - All buff and toned up, with members of the opposite sex (maybe even your spouse) throwing themselves at you?
B – All sweat-stained and gasping for air as you crawl off the machine after a 30 minute workout?
If you’re looking to get laid, it’s the first vision that will get you to buy. If you’re looking for a good workout, it’s more likely that the second vision will trigger your purchase.

The right vision will get you to buy the product. And as my example above demonstrates, there can be more than one vision, depending on who you are targeting your message to.
You must be very careful to deliver on one focused vision in a marketing communication. If you try to communicate multiple visions by putting something in for everybody, you will water down your message and response will suffer for it.

Get out a Sharpie and write this on your cube wall:
We communicate to our target audience, to the exclusions of all others.

Different customer groups have different visions. If you try to be all things to all people you will fail.
Today’s technology allows us to target our prospects and customers like never before. You can write one advertisement that delivers on the vision of a specific customer group and write another ad that communicates a different vision to another group. You end up with two ads that generate a better return on your investment.

People’s visions are positive things. I’m always amazed when I see advertising that communicates negative visions in words and/or photos.
Negative ads reflect back on your brand.

Think about it. What makes you feel better?
A little baby seal with its brains bashed out?
A little baby seal playing with its little baby seal buddies?
Showing the positive results of the brand vision will always generate a better response.

If you have been following along, you now have a list of “Power Words” for your brands Reputation, Promise and Vision. Your mind is focused on your brand.

You are closing in on a big hairy, honkin’ idea!

Jon