Man’s mind, stretched by a new idea, never goes back to its original dimensions – Oliver Wendell Holmes, Jr.
There’s a global challenge of complexity due to changes in technology and a cultural shift to connectivity. Customers want a more creative and innovative solution. Show them your company is on the cutting edge of creativity. Differentiate your brand from the others by creating an advertisement that’s worthy of talks, tweets, and followings.
If you’re passionate about it, people will read that in your ads. Show that you are an “actionary”. Craft your ads to evoke emotions and memories. When you evoke emotions, people are more likely to remember. If you have an ad that you want the public takes notice, then consider the following when crafting your ads:
- Be memorable. Make your ads unforgettable whether it’s making the persons in your ad to have a lilt in their accent, a hitch in their walk, a tilt in their head, or a hook in their message. Make it unique. Boring ads are rarely remembered and when they are, it usually becomes a victim of mockery. This is not the kind of lasting impression that you want to make. Instead, think more in terms of campaigns such as Nike’s Just Do It and Got Milk. They’re one of the most memorable campaigns of the 80’s and 90’s, and people nowadays still remember them. Campaigns become successful when they are memorable.
- Have a punch line. Whether it’s a punch line, a quote, or a slogan, give your ad some oomph’s that will spark a conversation. A good slogan will have people talking and remembering your brand. If executed brilliantly, your brand slogan will be remembered. Examples of memorable slogans include Nike’s Just Do It, Coca Cola’s The Real Thing, Apple’s Think Different, Sony’s Make Believe, Toyota’s Oh What a Feeling, Disney’s Where Dreams Come True, and so on. Notice how these slogans invoke a feeling or a call to action.
- Be quotable. “I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”—Maya Angelou. People tend to remember things that they hear or read about if they’re memorable. Whether it’s a slogan, phrase, or quick-wit dialogue in your ad, make them quotable, catchy, and easily recalled. Examples of quotable quotes can include Steve Jobs’ 2005 Stanford commencement address and Bill Gates’ 11 Rules You Will Never Learn in School. Even slogans can be quotable.
- Be direct. Don’t confuse viewers with wordy ads or make them look beyond the obvious. They do not want to hunt for pertinent information. Be concise.
- Convey a feel good message. A memorable ad needs to have a compelling message that pulls people in. Think of your message as food for the mind, heart, and soul. Your content, delivered properly, can nourish people while evoking a feel good feeling. It can also invoke a memory that makes them smile. They will bond with your message and at the same time, with your brand. Your ad needs to speak in their language. It has to be as if the ad is talking directly to them. If they can relate to your ad and your message, then they’ll become your product champion.
- Think outside of the box. Be creative. Let your creative ideas come alive in your ads. Pitch your story. Consider a call to action in your ads. Give your customers an incentive to act. Examples of call to action can be a special promotion, a coupon, a discount, or something that requires them to be part of your ads. Consider inviting them to take advantage of the offer by liking it on your Facebook page, for example. Give them information such as a website address or a social media page that they can go to for more information. When you make them part of your ad’s story, you’re making them part of your family.
- Capture imagination. People tend to appeal to things or ideas that capture their imagination or inspire them. How can they use your products? What dreams can be fulfilled? What engaging characters will tell the right story? Your ads should be as innovative as your products or services. If done creatively, they can connect you with your audience. A little fun can go a long way and sends the right message. Imagination and inspiration creates opportunities.
- Keep your bottom-line in mind. Market yourself in your ads while always thinking of what you’re trying to accomplish. Your primary purpose is to create market awareness and demand for your brand or expertise. You want everyone in every industry, every market, and every country around the globe to recognize your brand, understand your value, and want to be part of your success.
Do you have a favorite advertisement that inspires you, calls you into action, or speaks to you?