A PROMISE KEPT
A brand isn’t a logo or a strapline. And it’s not who you say you are. It’s who
your target thinks you are. It’s the relationship you have with your target market.
A good brand is a promise, a great brand is a promise kept.
THE ART AT THE HEART
Facts are surprisingly bad at persuading people. We make purchasing
decisions emotionally. We may post-rationalise but it is only emotion that
leads to action. And that’s where the art comes in. Creativity is the art at
the heart of persuasion.
ATTENTION SEEKING BEHAVIOUR
You can say everything you want in an ad but if people aren’t paying
attention, you are wasting your money. As the great adman David Ogilvy
once said “People don’t read ads. They read what interests them, and
sometimes that happens to be an ad.”
LOSS BEATS GAIN
We are more persuaded by what we’ll lose than by what we’ll gain. That’s
because our emotional reaction to loss is twice as intense as our joy in gain.
Don’t be afraid to go there.
SHOW THE PROBLEM TO SELL THE SOLUTION
We make purchases to answer a need. Don’t expect your target audience to know
what their need is, sometimes you have to show them. And once you show the
problem, the solution becomes easier to sell.
THE MESSENGER MATTERS
A recommendation from a friend is 80% more likely to convince people to buy than a
direct message from the advertiser. Effective campaigns provide content that people
are happy to share.
It’s the old tennis ball analogy. If you throw someone one ball they
will catch one ball. If you throw them five balls, they will catch none.
Effective communication works in much the same way.
WORDS MATTER
The ancient Greeks used to employ sophists, today we use copywriters. The words
you use determine whether your message is heard through a sympathetic lens, which
in turn will determine how effective the message is.
BUT A PICTURE REALLY DOES TELL A THOUSAND WORDS
The beautiful old long copy ads of the 1950’s were long ago replaced
by ads that were almost entirely pictorial. That’s because images work
differently than words. They circumvent consumers’ critical thought,
registering before you’ve had time to analyse them so they become truth
in your head, even if they’re not.
TIMING IS KEY
We are more receptive at certain times of the day. The persuasiveness of any
message is hugely dependent on when it is heard. Whether it is a tv ad or a
social media post, timing matters.
So if you want to persuade people to buy your product, support your cause,
make a donation, or work more effectively in your organisation, now is a
really good time to call us.
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