It seems to be the most ignored rule in marketing: you have to get someone’s attention before you can sell them anything. If your ad, your TV spot, your digital ad, your direct mail piece or your billboard look like everyone else’s — and most of them do — it becomes invisible. That means it’s a waste of money. So as you craft the message you want to put out there — no matter the medium — focus first on making people look (or listen). That’s how you get permission to make your pitch.
