If he hadn’t been an electrical engineer, Charles Kettering, inventor of the electrical starting motor and holder of over 140 patents, would have been a great advertising person. His approach to innovative thinking was based on a simple statement. “A problem well-stated is half solved.” Advertising people tend to be depicted as “idea” people, popping out slogan after slogan, brainstorming concepts and drawing on napkins. Yet, the real creative part of advertising is defining the problem, not necessarily developing the solution. Here’s a story from my first job to make the point.
Years ago, I was working as a writer for a radio station. Unlike this winter with its record snow and sub-zero temperatures, the winter I was working for the radio station was a mild one. As a result, a ski shop account was having a lackluster season. “We need to have a sale to move the merchandise,” suggested the owner. “We’ll put together a buy and possibly include a remote,” offered the radio rep. Then it was up to me to write the spots. I decided to visit the store. There was no lack of customers in the store, but there was a lack of sales. People would try on coats and sweaters, but they seemed to have a problem committing to making a purchase at that time.
It became fairly obvious that a sale was not the solution, because the problem wasn’t a lack of customers or interest. The problem, simply stated, was people did not perceive a need. To increase sales we needed to somehow convince customers that it could get colder and snow tomorrow. So rather than a radio campaign, we suggested that the owner cover the picture windows with white paper, turn the heat down in the store and have employees wear sweaters. A series of radio commercials featuring a threatening old man winter added to the message — winter could be here tomorrow so get ready. Together, these traditional and non-traditional approaches make a difference.
My point is simple, finding advertising/promotional solutions are a lot easier when you analyze the problem before you jump in with ideas. Often times, the solution may not even bet advertising. It could another element of promotion, a change in pricing or distribution or even a product/service enhancement. And only a well- developed problem statement will direct your creative thinking.
Albert Einstein once said, “If you could state a problem so succinctly, the answer would walk up to you, tap you on the shoulder and say here I am.” So the next time you are faced with a marketing challenge, take the time to state the problem and you won’t have to search for the ideas, the ideas will come to you.