TSA Communications Topics of Interest

Rules for Business-to-Business Marketing Communications
Effectiveness from TSA.

We had a guy show up to work here back in 1958. Tweed Robinson. During his tenure here he did just about everything, but his true love was developing solid creative programs and projects for our clients.

It is likely that you never got to meet him, which is too bad, for he was a one-of-a-kind character and had more business-to-business marketing communications experience than most. Our basement has boxes of various awards we won on his watch, but we took them down when we realized that awards don't pay the freight. Happy clients make our business go and helping their business go farther, faster makes happy clients.

Tweed's last day here was October 7, 1999 having turned 65 on the same day and deciding a more leisurely pace might suit him. But his style — our style — is simple, straightforward and it works. Here are a dozen things we think sets our creative concepts apart (and lead to all those awards down in the basement). If you would like this kind of thinking working for you, give us a call, fax or e-mail.

Tweed's Rules for Business Marketing Communications Effectiveness

Every solution is custom made to accomplish a specific task, solve a particular problem.
It shows or involves people, preferably product users. It is personal, human and familiar.
The message is aimed at the business motivation of the buyer. That's what separates business-to-business advertising from consumer ads.
The headline is specifically targeted with a benefit for a buying influence. It speaks the language of the reader's interest and not to everyone.
The story tells about real users through case histories, testimonials.
Appearance is unique to the sponsor - original - not just following what everybody else is doing because it's popular. Uses artistic devices to assist in communication, not obscure or confuse the message.
The presentation dramatizes a single strong sales premise - presents a proposition of benefit to the buyer.
It communicates in clear, friendly conversational language.
The layout uses a large dominant illustration to tell a story, simplicity, color, bleed and drama to seize attention, send the message.
It conveys information about the product, shows it in use, reveals it in cutaways, engineering drawings and with callouts.
Writing is active, interesting and in good taste using proper grammar and spelling.
It is believable and convincing, not self-centered and bragging. The message asks for action, reader participation, and response.

If you would like this kind of thinking working for you, give us a call or contact us.

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Address:307 South Buffalo Street
  Warsaw, IN 46590
Fax: 574-267-2965
Pho: 574-267-5178