Know-How Exchange : Advertising/PR

Depends on what context you want to communicate but there are lots: lid to a pot/pan, blanket, a drape over a derriere...

I also wanted to mention that the target audience is medical professionals.

Dear cricksart,

A concept is great but it's only half the story: it's the yin or it's
the yang, but it's not both.

Wikipedia describes a concept as: "a cognitive unit of meaning—
an abstract idea or a mental symbol sometimes defined as a 'unit
of knowledge ... '"

But here's the thing: in order to anchor its message so that the
concept makes sense, the concept needs context. If we go with
the concept of "a person is in a room", it can be ANY person in
ANY room ANYWHERE.

So the meaning of the person in the room becomes fuzzy and
vague and the reason for that person being in that room is
missing.

When information like this isn't passed on people lose interest.

Lost interest means a lack of attention and when people don't
pay attention they take nothing of value to them or their specific
needs or wants FROM the message, even though the message
might have started out with the intention of passing on that
specific information.

It's for this reason that so much marketing and advertising falls
short of its mark: in order to bring about a measurable result
(increased sales, referrals, sign ups, opt ins, etc.,.), the marketing
MUST connect with the desires and needs of its target audience
and it must connect quickly, significantly, and demonstrably.

Context is the environment, function, physicality, age, gender,
and overall description of the person in the room. It's this vital contextual information that determines the mental picture of the
person, of the room, of the surroundings and of what will happen
next.

Contextual clues become the keys that specify the "rules" for
the concept. Without this information the meaning of the concept
is lost. When vital information like this is either lost or not given
it leaves the reader or viewer thinking "Huh?"

So, what's the concept of the cover for the medical professionals
FOR?

Liability insurance?
Pharmaceutical assistance?
Staffing help?
Equipment supply?
Facilities management?
Patient care logistics?
Risk management?
New technology?

And where is the cover to be GIVEN?

In a hospital?
In surgery?
In a primary care consultation?
At the side of the road with EMT personnel?
In a courtroom?
In a pharmacy?

You must fill in these holes because whether you like it or not, it's
not your customer's job to fill these holes in for you.

You'll fail to drive your message home if you can't cut through the
clutter and get people's attention. This means your message MUST tell people: In THIS situation, with THIS set of circumstances, THIS is the cover you need.

What might be blindingly obvious to you may be totally lost to your prospect unless you spell it out for them clearly and plainly. If the meaning's NOT clear you lose (or fail to grab) people's attention and
with this, the sale, or the request for an appointment, or the value-
based offer goes out the window.

To connect with the needs of your potential audience, the cover you're offering must have a purpose and that purpose must connect with an established (or with an identified) need or expectation—a need that only you can fulfill or an expectation that only you can exceed.

I hope this helps.

Gary Bloomer
The Direct Response Marketing Guy™
Wilmington, DE, USA

Ok...so "Wagon" is out.

Are we talking malpractice "covered"?


Michael