Find Com­fort in the Uncomfortable

Cre­ative teams should mas­ter the broad prin­ci­ples of demand. I know, this is uncom­fort­able ter­ri­tory for most design­ers. Cre­atives don’t like to be put into a box, and they def­i­nitely don’t want to be told their ideas aren’t rel­e­vant. It’s just sup­posed to look awesome-right? Unfor­tu­nately no, ‘awe­some­ness’ is just a por­tion of the recipe.

These prin­ci­ples are impor­tant though, and learn­ing to mas­ter the art of demand engage­ment will only increase the qual­ity of work. After all, cre­ative (design and copy) has an influ­ence from aware­ness through ini­tial response - and these are valu­able touches that must be max­i­mized at every opportunity.


While the goal of all cre­ative teams should be to sup­port the Brand to Demand con­cepts (see Become a ‘Bre­mando’ and Build Your ‘Bre­mando’ Army: Real-Time Cre­ative Ser­vices), there are some obvi­ous con­straints to their abil­ity to really focus on these principles.

The ‘UGG’ and the ‘Really?’

Gen­er­ally, cre­ative teams sup­port entire orga­ni­za­tions. They are often expected to do any­thing cre­ative; from exec­u­tive pre­sen­ta­tions to posters for a con­test in finance. This can be a fun, but ter­ri­bly lim­it­ing box in which to find your­self.
One of the biggest challenges-and opportunities-I’ve found is to break my team out of nor­mal bound­aries. There is so much green pas­ture to see, so much to influ­ence, so very many ways to com­bine great cre­ative, cor­po­rate and demand mar­ket­ing pro­grams together.
Oppor­tu­ni­ties for learn­ing and growth of your Web teams:

  • Become cer­ti­fied in Land­ing Page Opti­miza­tion (LPO). Mar­ket­ing Exper­i­ments offers cer­ti­fi­ca­tion programs.
  • Mas­ter the use of mul­ti­vari­ate and A/B test­ing tools, such as Omni­ture Test&Target. A must for opti­miz­ing cre­ative content.
  • Learn what results mean for your orga­ni­za­tion. Was it the mes­sage or imagery that led to those results?
  • Test top mes­sages (head­lines, sub­text and bul­lets) in a sec­ond round of tests with new cre­ative (imagery, but­tons of typo­graphic treatments).

Still Uncom­fort­able?

Well get past it. The future of great Web design will include the prin­ci­ples of online mar­ket­ing. The ‘box’ can be bro­ken or reshaped how­ever you’d like. Find com­fort in the uncomfortable—green pas­tures lie ahead.

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