hermes bag: David Ogilvy, master ad man and perhaps one of the greatest men to ever walk the

hermes bag: David Ogilvy, master ad man and perhaps one of the greatest men to ever walk the merciless streets of Madison Avenue, once claimed that "what you say is more important than how you say it."For what it's worth, this runs counter to the unspoken canons of advertising. In the advertising industry, its practitioners prefer the presentation, the staging, the outer shell over its content. They prefer to go for the sizzle than the steak.This seems sensible at first until, that is, you get your fork on that steak. No matter how sizzling your steak is, if the meat is bland, bony or awfully cooked you can't expect people to go buzzing around raving about your offering.If you strip down your marketing campaign to its bare essentials you must be able to provide a clear, coherent and well-built concept. Otherwise, your campaign, like the sizzle, will just listlessly go adrift and eventually fizzle out and you have nothing left to show but its undesirable contents.This concept or big idea is something that you must come up with before you plan and lay out the fine details of your marketing campaign. It must be the overarching theme that will unite the whole marketing effort.A great idea or concept must thus be clear, comprehensible and properly mounted. In other words, it must be well thought of and is anchored throughout the marketing campaign.The key characteristic of the big idea must work on its own, even without the marginal and secondary details. An uninspired idea wrapped around great looking design ornaments and flourishes is still an uninspired idea. A great idea on the other hand can do without those ornaments and flourishes. In other words, it can and should stand on its own.Paul Galasso is the Chief Strategy Officer for FlexPoint Outsourcing, the leading hybrid outsourcing company in the Philippines. FlexPoint offers back office & marketing solutions to entrepreneurs and small business owners that helps them accelerate their business. He has had a blazing career as an entrepreneur and information marketer in the real estate investing and small business marketing arenas with over a decade's worth of experience. He is currently based in Manila, Philippines where he sets the direction and strategies for FlexPoint Outsourcing. For more information on how Hybrid outsourcing can jumpstart your business visit www.FlexPointOutsourcing.com.