Ads, creative assets & copy are the most important factor.
Brands get lost of technicals but the advert is the most important.
Creative assets are the most important factor in generating sales. In any channel, by far. And as much digital is a mensurable space, it is a space where consumers are coming to be engaged and entertained. So cutting through the clutter with a story, a good ad, is key.
Bad advertising can actually lead potential customers to never consider your brand ever again. So in the form of a throwback why not take a few cues from the legendary ad man David Ogilvy with the below timeless pro tips:
Your role is to sell, don’t let anything distract you from the sole purpose of advertising.
People don’t have that much time to stop and read/view/listen, so if you think you should surprise them with your words and creativity, you can do it, but never at the expense of making the sale.
Clearly define your positioning: what and for who?
As an example, Ogilvy positioned Dove as a detergent bar for men with dirty hands but chose instead to position it as a toilet bar for women with dry skin. This is still working 25 years later.
Do your homework. Study your consumer in detail.
It’s tedious but it’s mandatory. You’ll never be able to write an effective copy if you ignore who you’re writing for, and what that person thinks and needs.
Think of the consumer as a woman, she wants all the information you can give her.
Consumers aren’t morons, don’t insult their intelligence if you assume that a mere slogan and a few vapid adjectives will persuade them to buy anything.
Talk to them in the language they use every day.
Speak to your audience the same way you would talk to a close friend that’s sitting in the chair in front of you.
Write great headlines and you'll have successfully invested 80% of your money.
Less is more when it comes to titles. Did you know that 8 out of 10 people only read the headline? A great advertising headline will seduce the whole 10 to learn more.
Highlight the product by making it a hero.
There’s no such thing as boring products, just boring ads. If your product is in a competitive space without much differentiation, bring something extra to the table.
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