Rules of Engagement in Advertising
Courtesy www.americanresearchgroup.com/adrules/
Leahy's Law states that if a thing is done wrong often enough, it becomes right, and as a result, volume becomes a defense to error. When advertising fails to sway consumers, most advertisers follow Leahy's Law by increasing the frequency of the advertising hoping that more of what is not working will somehow work when consumers are subjected to more of the same.
Use the following 10 simple rules to evaluate the advertising you encounter. You may be disappointed, but don't be surprised when you discover that most advertising fails to follow any of the rules.
1. Does the ad tell a simple story, not just convey information?
A good story has a beginning where a sympathetic character encounters a complicating situation, a middle where the character confronts and attempts to resolve the situation, and an end where the outcome is revealed. A good story does not interpret or explain the action in the story for the audience. Instead, a good story allows each member of the audience to interpret the story as he or she understands the action. This is why people find good stories so appealing and why they find advertising that simply conveys information so boring.
2. Does the ad make the desired call to action a part of the story?
A good story that is very entertaining but does not make a direct connection between the desired call to action - the purpose of the ad - and the story is just a very entertaining story. The whole point of the story in advertising is to effectively deliver the desired call to action. If the audience does not clearly understand the desired call to action after seeing the ad, then there is no point in running the ad. Contrary to popular belief, having an entertaining story and clearly delivering the desired call to action are not mutually exclusive.
3. Does the ad use basic emotional appeals?
Experiences that trigger our emotions are saved and consolidated in lasting memory because the emotions generated by the experiences signal our brains that the experiences are important to remember. There are eight basic, universal emotions - joy, surprise, anticipation, acceptance, fear, anger, sadness, and disgust. Successful appeals to these basic emotions consolidate stories and the desired calls to action in the lasting memories of audiences. An added bonus is that successful emotional appeals limit the number of exposures required for audiences to understand, learn, and respond to the calls to action - people may only need to see emotionally compelling scenes once and they will remember those scenes for a lifetime.
4. Does the ad use easy arguments?
"Jumping to conclusions" literally gave our ancestors an advantage even when the conclusions that made them jump were wrong because delaying actions to review information could have deadly consequences. Easy arguments are the conclusions people reach using inferences without a careful review of available information. Find and use easy arguments that work because it is almost impossible to succeed when working against them.
5. Does the ad show, and not tell?
"Seeing is believing" and "actions speak louder than words" are two common sayings that reflect a bias and preference for demonstrated behavior. This is especially true when interests may not be the same. Assume audiences are skeptical about any advertising and design advertising that shows and does not tell.
6. Does the ad use symbolic language and images that relate to the senses?
People prefer symbolic language and images that relate to the senses. People are far less receptive and responsive to language and images that relate to concepts. Life is experienced through the senses and using symbolic language and images that express what people feel, see, hear, smell, or taste are easier for people to understand, even when used to describe abstract concepts. The language and images used in advertising should "make sense" to the audience.
7. Does the ad match what viewers see with what they hear?
People expect and prefer coordinated audio and visual messages because those messages are easier to process and understand. Audio and visual messages that are out-of-sync may gain attention, but audiences find them uncomfortable.
8. Does the ad stay with a scene long enough for impact?
People have limited mental processing capacities. Quick cuts to different scenes require people to devote more of their limited resources to following the cuts and less resources to processing each scene. It takes people between eight and ten seconds to process and produce a lasting emotional response to a scene. Camera movement or different camera angles of the same scene can engage people through their orienting responses while providing enough time for them to process the scene.
9. Does the ad let powerful video speak for itself?
Again, the processing capacity of our brains is limited and words may get in the way of emotionally powerful visual images. When powerful visual images dominate - when "a picture is worth a thousand words" - be quiet and let the images do the talking.
10. Does the ad use identifiable music?
Music can be a rapidly identified cue for the recall of emotional responses remembered from previous advertising. Making the same music an identifiable aspect of all advertising signals the audience to pay attention for more important content.
10 Rules for Advertising:
Courtesy Jim Schoemer, www.jpschoemer.com/TenRules.html
1. Don’t tell; show.
If a man has to tell you he’s creative, he’s probably not.
If a woman has to tell you she’s a people person, she’s probably not.
If a company has to tell you it’s customer-focused, it’s probably not.
My philosophy is not to talk about what I can do for you, but to actually show you what I can do for you — by doing it. The do, not tell, approach I take in interacting with my clients also tends to weave itself into the work I do for them. That is, I try to focus the key conceptual and written messages of the pieces I work on in such a way that the audience can experience the product/service in action. Talking about benefits is far less effective than actually demonstrating them in a way that is meaningful to the audience (related to #3).
2. Sweat the details.
Will it make more impact if the adverb is before or after the verb? Is there enough WIFM and call to action? Use an em dash or en dash? This is the kind of stuff that bounds around in my brain automatically, in the background, when I’m in writing mode. Talk about trying to balance right-brain insanity and left-brain anality.
3. Provide value.
I approach creating messages to an audience in a way that focuses on the receiver, and, to the greatest extent possible, provides that receiver with something of value — regardless of whether or not he or she chooses to purchase the product/service. By providing value — be it useful information, entertainment, a premium — the brand establishes and builds a positive relationship with the prospect, increasing the likelihood that he or she will buy. And if not now, then perhaps at some time in the future. While talking value is ineffective fluff (no matter how well written), actually delivering value is powerful stuff. (Rhyme was coincidental. Really.)
4. Deliver the unexpected.
The written product I deliver to clients often looks nothing like the way they envisioned it. This is a good thing. It’s the product of looking at something in a way it hasn’t been looked at before, from a fresh perspective (sometimes implemented through #7).
5. Have fun.
What can I say? I like to have fun. And if it’s appropriate to inject a dose of whimsy into the projects I work on, so much the better. Heck, even target audiences like fun, and entertaining them while delivering key messages is a great way to show them value (check out number #3 again).
6. Make money.
This isn’t as much of a duh as it sounds. I do want to make money; that’s ultimately what allows me to continue to practice the craft I love. But I also want my clients (and my clients’ clients) to make money, so I devote myself to that end by creating successful concepts and copy that will attain objectives within the available resources (links to #9).
7. Think big.
On one project, the client simply asked for an insert sheet for a product ring binder to introduce it to a particular industry. What they received was that insert sheet, plus a binder wrap and a carrier box that amplified the concept and collectively screamed, “OPEN ME!” The client, not expecting the unexpected, was both shocked and thrilled. This is an example — literal and figurative — of thinking out of the box. This is also what I mean by delivering the unexpected and, in this case, doing so by thinking big (refer back to #4).
8. Be creative.
Advertising people are known for their creativity. But there’s a tremendous creativity beyond ingenious concepts or catchy headlines. Like figuring how to do a $5,000 job for $4,000. Or how to fit eight pages of content onto four pages of brochure. Or how to make static, mundane products sound utterly fascinating or fun. In short, there is creativity required to not only make stuff work, but make it work effectively — on all counts (see #9).
9. Be a partner.
When I work on projects, I’m not doing it for the money. I’m doing it for you. Sure, I expect to get paid, but what truly drives me is the thrill of seeing you (and your clients) succeed with the work I’ve done for you. Or, more appropriately, with you. The greatest successes aren’t borne out of projects, but of partnerships. My success is defined by your success.
10. Be real.
You know what I think of people that are full of themselves? I think they’re full of it. While some choose to do business by schmoozing, stroking, and sucking up, I prefer to just be myself and let those I interact with be themselves, too. If I can’t survive on the strength of the work I do, I don’t deserve the business.
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