Start with the heart.
As an advertising firm that works with health and wellness brands, it can be easy to get caught up in the heady technologies, treatment strategies, and impressive success stories that our clients can rightfully boast. Health and wellness companies are living in an age where providing new innovations, regularly, doesn’t constitute bragging rights, it’s practically required just to keep pace with shifting consumer attitudes and public policy changes.
Naturally, when you’re working so hard to deliver innovative technologies and unique customer experiences to serve them up, you want to talk about it. Surely, if people just knew what your company offered it would logically sway them to choose your brand, right? Well, not exactly. At least not in the way you might think. Like delivering any effective punch line, it’s all about timing. You can’t just blurt out the punch line before telling the joke, because, well, that just wouldn’t be funny. If funny is what you want, you have to take the time to bring your audience along before hitting them with the big conclusion.
Your advertising works much the same.