Getting to the heart of the good idea

People have a natural tendency to get attached to things. We know what we like and go back to it--you probably have a list of restaurants you frequent, a brand of jeans you love, or a haircut you know always looks good on you.

The same holds true in marketing. Somewhere along the line, you probably found an image, phrase, color or photo that you love and want to use in your marketing materials.

Having an idea of what you want is a good thing.

Unless it's a bad idea.

What qualifies as a bad idea? Anything that doesn't reinforce your message. Anything that confuses customers. Anything that doesn't fit the image you're trying to create.

For example, you may have a photo of a star employee helping a loyal customer. You'd like to use that photo because you're hoping customers will recognize the employee and remember the great service they got; it's also a way to thank your regular customer. Great idea! But maybe it's not such a great photo--the background shows your store in disarray from a recent move, your customer is wearing a frumpy winter coat and your employee appears to have spilled coffee on her shirt. People who don't already know you and your business may conclude that your store is messy or poorly organized, or that you appeal to a less polished shopper.

The solution? Take a new photo that shows your store, your employee and your customer at their best.

When you've got an idea you're in love with, examine it thoroughly. What about it appeals to you? Is the image or phrase you've chosen the best way to get your message across? How would someone who doesn't know you interpret what you're showing them? Try to see things from a different perspective and keep an open mind. You may find a way to make your point more effectively. You may find a way to make your good idea even better.