Point of View: "A position from which something is considered or evaluated" and a key component of effective advertising creative. What your ad copy says, what the art direction shows, and how you position your product or service sets the tone for your marketing communications across print, direct mail, web, or any other media channel.
That tone will determine how your customers, customers' customers and prospects view you. If you talk at them, they'll tune you out. If you talk to them, you'll engage them and encourage ongoing dialog. The formula is simple, really: Value + Relevance = Results.
So what do you say to your customers? Whatever your competitors cannot say. Shout your Unique Selling Proposition! Spotlight the benefits in a way that makes the value of your product or service its own most compelling offer. Say it with clarity. Say it with integrity and confidence. And say it from a position of leadership. Because, at the end of the day, that's how you should be "considered or evaluated": as a market leader.
That's my point of view. What's yours?
