Public Service Announcement. Or an Ad? Or both?

In the flurry of constant communication from advertisers and advocates, politicians and prognosticators along with the non-stop noise of self-promotion and click-bait on social media, it’s often hard to distinguish between what’s good to know in your self-interest and what’s in someone else’s self-interest to make a buck or two trying to become rich and famous.

All communications are designed first to get attention, then to share ideas, information and persuasive reasoning with the objective to change attitudes and behaviour. There is a formula; it’s not a secret. It takes creativity and competence to consistently achieve the objective with an acceptable return on the investment in the communications strategy and execution of the plan.

Does this sound familiar?

“Hey! Look at me! You should see this. You should know this. Do this, don’t do that anymore. The world will be a better place. You’ll be healthier, happier, wealthier, more loved, respected, and appreciated. Buy now! Donate now! Click here. Any questions?”

The formula is easy to understand and apply. You can even try it, test it, fake it ti

ll you make it, but you’ll not succeed against competing messages from the professionals who are more creative and competent and are working with bigger budgets. However, their campaigns won’t succeed either if they lack authenticity and integrity. Those are the necessary elements for success in changing attitudes and behaviour that come from the brand reputation and the spokesperson delivering the message.

The audience will still want to know what is your purpose. Are you just trying to make a sale or do you really want to make a difference?

Be better. Do better.

Be an Enlightened Entrepreneur.

Your Uncle Ralph,

Del Chatterson

 Learn more about Enlightened Entrepreneurship at: LearningEntrepreneurship.com 

For more of Uncle Ralph's advice for Entrepreneurs read Don't Do It the Hard Way & The Complete Do-It-Yourself Guide to Business Plans.

Read the most recent blog posts at LearningEntrepreneurship Blogs.