Every month, Boost brings you insights straight from the writers in our Creative Network. Writers share tips on how to inject more creativity into ads, best practices for writing ad copy, and more. This month, Dylan Barmmer, pen name “wordisborn” who has been an active writer in the Network for over five years, explains why crafting compelling ad creative is a balancing act.
Life is full of balancing acts. Yins-and-yangs. Contradictions.
Crafting compelling and effective ad creative is no different.
There’s no doubt that the ascent of digital media and all of its accompanying analytics have ushered in a sea of change in the worlds of marketing and advertising. And if you ignore the many benefits of ad analytics and testing, there’s a good chance today’s consumer will end up ignoring your brand.
But it also remains true that while certain things change – and some of them change at remarkable rates, in profound ways – others pretty much always stay the same. And again, if you fail to practice the tried-and-trued ways of communicating to your fellow human beings, they will quickly tune you out. This last bit sounds like a no-brainer, but you might be surprised just how often modern advertisers and marketers forget this important axiom.
At the expense of authoring Advertising 101 2.0, we’ll simply impart a few key points that any advertiser, in any era, doesn’t want to forget, anytime soon. And if they do, their current and potential customers just might decide to forget all about them. Which is always bad for business – then and now.
- Talk to them, not at them: In other words, speak your customers’ language. Talk to them in a tone and voice that is not only familiar, but likable. Don’t talk like a robot. Don’t talk like a professor (unless that’s your target audience). Talk like a trusted and helpful advisor. A friend, even. Make sure they trust you, and are paying attention to what you have to tell them. And then tell them what you need to – in a direct and clear manner.
- Engage and entertain them: When you talk to your audience, you need them to do more than merely understand you. You want them to like you. You want them to find you engaging, entertaining, and interesting. Being playful and witty is often good (though not with every audience). Feeling “fun” or “cool” is always advisable. Being boring or stuck-up or inaccessible? Not so much.
- Provoke emotion and action: No matter how much technology may dominate society, we’re all still human beings inside. And as humans, we’re governed and driven by thoughts, feelings and emotions. The more you can tap into your audience on an emotional level, the more you can compel action – which is what you’re looking for, more than anything.
- Open and close strong: Any successful story starts well…and ends well. Ideally, it ends even better. Always keep this in mind when crafting creative. You want to engage your audience up front. Entice them. Attract them. Amuse them. Seduce them. Do something to pull them in closer to you. Then, make sure not to lose them in the middle. And close strong. Provide a simple, strong call-to-action at the end of your ad.
If you’re looking for additional guidance, drop us a line here at Boost Media. At Boost, we expertly blend brilliant ad analytics and compelling creative, utilizing our powerful global network of more than 1,000 experienced writers (and designers) to develop and refresh creative concepts.