Compelling is the enemy of ordinary….who’s side are you on?
Anyone can produce content. You can do it in-house or you can engage third parties to do it for you, but is it compelling creative content? And does it produce the result that you need from it?
You can produce creative content. Again, in-house or third party. But is it “on target” or is it off-beam. And although it may be creative, is it creative for the sake of creativity, or does that creativity add to its effectiveness?
Add the word Compelling and now you’re talking. “Compelling” gives clarity to purpose, it helps you determine what you’re trying to achieve and it helps you ensure that you do. To Compel is to create an internal sense of “I must do that”.
Now, with Compelling added to the formula, the content that you create to convey that message cannot be accepted until you can clearly see it does its job. The creativity you employ to add weight to the message can be evaluated against its intended impact and whether it is on target or not. That’s the difference with compelling creative content.
At Light, we only accept one standard of work – Compelling. If it’s not Compelling, it doesn’t get done. Period.