Friday, 27 March 2015

the three key elements every piece of advertising must have

It seems the great Dave Trott (he of Ariston, Toshiba, Holsten Pils ad campaign fame) is doing a fair number of talks at the moment.

And we love a bit of the old boy in this office.

He talks the talk, and over the years the success of his campaigns, have proved that he can walk the walk. Slogans that have got in to people's language sit side by side with products that have shifted vast quantities thanks to his understanding of your everyday customer.

Dave believes that every ad must have three elements to it to become effective -

1. Impact
2. Communication
3. Persuasion

Dave uses a great analogy about getting his wife Cath to make him a cup of tea as an explanation of his thinking.

Paraphrasing, it goes like this...

Just shouting "Cath, Cath!" gets him the required impact but has no communication or persuasion. Cath just knows he wants her attention.

So next he adds some communication "Cath, Cath! Make me a cup of tea will you? He's got her attention and now lets her know what he wants as a result of it.

Cath knows what he'd like her to do, but there's no real reason why she should do it. So he has to add in the one missing piece of the jigsaw - persuasion. 

"Cath, Cath! Make me a cup of tea will you? I'll put the bins out for you later if you do".

Bingo. He's got Cath's attention, explained to her what he wants and has given her a good reason to do it. Pretty simple yet pretty obvious at the same time.

It's a great analogy that ties in really well with advertising, yet unfortunately too many clients miss at least one of the three key elements in their work.

They assume the ad will get noticed (don't get us started) so concentrate on the communication and persuasion phrases, they get attention and have persuasion but lack any clear communication or they have impact and communication but don't give the reader any real persuasion.

Have a good look at your own work and see if you really got three as the magic number.

Thursday, 26 March 2015

exceedingly good cakes, exceedingly good creative work

When you've got market share in a category, we all know you need to be spending your money on awareness of your category rather than awareness of your brand.

Take this print campaign from Mr Kipling that uses a simple, quirky way to get you to eat cake. They understand that if more cake (in general) is sold in the UK, as market leader Mr Kipling will benefit more than other brand.

Quite simple but very effective. They happy to let you have your cake and eat it.

Wednesday, 18 March 2015

six steps to writing great recruitment advertising

The quality of job ads in many industries is often in direct contrast to the quality of customer communication.

But why is this? Surely a job ad should have the same qualities as any other thing that exposes your company to the outside world? It needs to appeal beyond the competition, it needs to reflect the culture of the organisation and it needs to be well written stating the challenges and benefits of the post. Maybe HR should chat to marketing a bit more often if they don't know where the company is at these days.

The following six points (taken from a great article on the Management Today website - link below) are a great guide in bringing your recruitment ads up to speed and bagging that all important new employee.

1. Cut the cut and paste

Most businesses do just what their applicants do. So every business says they’re innovative. Global. Committed to the communities they serve. And, of course, that people are their most valuable asset. Blandness in, blandness out.

Instead, do as writers are often told to do: ‘show, don’t tell’. Don’t say your business is innovative – include a fact or story that proves it. Cisco, for example, talks about how they invented the router, making the internet what it is today. No need for hyperbolic adjectives there.

Monday, 9 March 2015

what's the one thing you want people to know?

It's quite frightening the number of ads you see around that contains useless bits of information.

Information that the reader couldn't care less about, information that doesn't benefit them, information that the agency wanted removing, and the client insisted on keeping in. There's lots of them about (ads and clients).

Imagine if you had to rewrite your current ad so it could only have the one message. Not five, four, three or two but just the one. You had to strip everything else away, leaving the reader with the one really important thing you wanted them to know about your product or brand.

Could you do it? Of course you could. And your proposition would probably be ten times clearer for the reader than it currently is.

So why don't you do it then?