

The secret to finding that next great B2B marketing idea? Come up with a lot of ideas — then edit down from there. But how exactly does the creative cream rise to the top so you can determine which idea you want to present to the client? After all, we creatives tend to get emotionally attached to all of our ideas. But face it, when you can cover an entire wall with concept layouts, some of them won’t make the cut.
So after 34 years as an advertising copywriter, I’ve come up with my own criteria for objectively judging creative work and moving my best ideas forward. When presenting creative, I measure it by these three standards: ART/SMART/HEART.
No matter what we’re concepting — from a B2B magazine/banner ad or a product brochure/sell sheet to a trade show booth or a landing page — I ask myself and the rest of the creative team these questions to determine which ideas make the cut.
Unlike fine art, advertising is not subjective, it has a clear objective — to create brand affinity and drive sales. But using the right visuals and words to do that is an ART all its own.
Good marketing ideas are never, ever creative for creativity’s sake. They must be strategic and purpose-driven. Ask these questions to decide if the idea is SMART.
When an idea is right, you know it in your gut — because really great advertising makes you feel something. And since customers buy to fill an emotional need — yes, even B2B customers — a successful concept must tap into that. Think about these questions to decide if it has HEART.
Looking at creative work through the lens of ART/SMART/HEART helps us to deliver marketing campaigns that create a deeper connection between brands and buyers. And it helps ensure our clients build long-term business success. Want to learn more?