In Celebration of Specificity

“If you say that there are elephants flying in the sky, people are not going to believe you. But if you say that there are four hundred and twenty-five elephants flying in the sky, people will probably believe you.”  --  Gabriel Marquez

Yes, specifics are more believable than generalities.

Even when they're true.

Remember this, and you will write far more effective ads.

- Roy H. Williams

Last year I was asked to write an ad about March Break at one of those new mall complexes – you know the ones – they have a bunch of box stores with smaller retailers and restaurants clustered around them like baby ducks trying to stay warm cuddling close to mommy on a cold, rain-soaked day. 

Unfortunately, the only information I was given to write this ad was their name, an address locationer and the fact that there a bunch of restuarants (only some of which were family style restaurants), a gym, an indoor mini golf location and a complex of movie theatres.  I was then told to make this an ad about how this a good place to take the kids for March Break. 

After getting frustrated at being given only basic information – information that in no way answered the listeners question “Why should I care?”, but still expected to deliver miracles…I realized had no choice but to try – so I hauled out my copywriters tool box and dusted of my advertising magic kit, and set to work.

In the end I came up with an ad that was just a notch above ordinary, by trying to appeal to parents, using language they could identify with and focusing on the frustration of hearing the words “I’m bored” from their prodgeny. 

In the end, it wasn’t a bad, basic commercial. But it could be so much better.  How?  Glad you asked.

Specifics.  Plain and simple, if I had some specific information the ad could have become so much more compelling. What kind of specific information?  Well I happen to know that many theatres offer daily matinees with popular kids movies over March Break.  And that many of these matinees start around noon and offer reduced prices.

 

If I could have inserted that information into the ad, information that would have added a wealth of specifics to the ad.  It would have allowed me to paint a picture of “you (the parent) answering the question “I’m bored – what can I do?”, in a very specific way, that could have caused you to envision yourself packing the little darlings in to the car – going to this box-movie complex.  Taking in a movie, and lunch at one of the kids favourite – specific – restaurants.

 "We create failure when we pretend creativity can overcome the fact that the advertiser has nothing to say."
- Roy H. Williams, The Wizard of Ads

Now don’t get me wrong, I don’t expect to win any awards with this ad – but I do expect it will illicit a stronger response from the listeners, because the ad now at least offers an answer to the most important question – why should I care.  Because if you have kids and you’re looking for something to do with them outside of the house over March Break – especially if you’re looking for something less expensive – then at least you now have some specific information to consider. 

In the first ad there is nothing compelling – no true offer.  It’s really just a message that says – hey we’re here and our name is _________. 

So remember, if you want to take your ad from ignorable and predictable to greater, more effective heights, then ad some specifics.  

photo credit: <a href="http://www.flickr.com/photos/expressmonorail/3552155956/">Express Monorail</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-nd/2.0/">cc</a>

Thinking about Ad Speak

I’ve been thinking lately about “Ad Speak”. You know those predictable words that seem to litter every single commercial like a garbage truck with it’s back doors wide open.  Words like “super”, “fantastic”, “unique”, “limited time offer”, “hurry, act now” etc…the kind of words that worked in ads in the 60’s and 70’s -- and now instantly signal listeners to shut down and go into “ignore mode”.

More specifically what I’ve been tossing around my brain is the thought that slogans and sell lines might have become Ad Speak…joining all those other cliché ridden phrases.

Blah, blah, blah.

I know personally when I hear someone spouting a slogan or a "cutsie" sell line my reaction is to think “blah, blah’blah”.  And personally I’m finding them harder and harder to write as well.  Everything seems to have been done before – and what’s even worse the majority these days seem hollow and insincere.

I guess that right there should be the key thought, that in fact most have indeed joined the ranks of the Ad Speak Army.  Or perhaps it’s just that we’re not being creative enough with them.

Maybe they sound like Ad Speak because they are often tacked on to the end of ads.  Having no relation to the commercial that just proceeded them.  Or you hear them in a list of sponsors at the end of a ball game. You know the preceeding was brought to you by “so and so company – insert slogan here.  It’s kind of a throw away.

Do you recall?

I know that’s not what they’re designed to do – they’re meant to offer recall -- like if I said “The Real Thing”.  You’d know that’s Coke.  Even if you had not been paying attention to the ad, you’d still know you heard something about Coke.

But aside from a shining few examples, I’m beginning to think we should just avoid them completely – or find a way to redesign them.  I’m not sure exactly how that should work yet.  But I’ll keep thinking about it myself.  What about you – any thoughts or ideas?

photo credit: <a href="http://www.flickr.com/photos/howardlake/5540463792/">HowardLake</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-sa/2.0/">cc</a>

It’s All A Matter of Brain Chemistry.

People say they aren’t susceptible to advertising – and that “branding” doesn’t work on them. The folks at McDonalds would beg to differ.  And so would I. 

Did you know that after years of conditioning – you no longer need to actually eat at McDonalds, or experience anything that gives you pleasure to actually get the rewards of those pleasures in your brain.  Check out this except from a recent article on the blog at “Psychology Today” (http://www.psychologytoday.com/blog/you-illuminated/201108/7-things-mcdonald-s-knows-about-your-brain)

The brain's reward chemical is dopamine, a molecule that's released when you experience something you enjoy.  However, one of the brilliant aspects of the brain is its ability to learn and make predictions about the world based on past experiences.  When the brain learns that a certain cue is associated with a reward, dopamine neurons learn to fire whenever the cue appears, even before the reward is given.   Dopamine does more than simply reward you; it also motivates you to seek the pleasure again.  As soon as you see the cue, your brain begins to anticipate the reward.  The anticipation is part of the pleasure.

In simple language it would appear from this study, that in fact you actually don’t need to experience a pleasurable product or service in order to get the rush that comes from filling that desire.  Perhaps this is why people become shopaholics, or addicted to junk food.

From an advertising standpoint, I would say this study suggests that people do not really need to be having an experience to get the rush of having it. They just need to have had the experience once before – then the mere suggestion of that experience sets the brain a workin”!

Seems to me, this also suggests radio ads that paint a picture, that give the listener a virtual experience are also going to have the same effect.  And it sheds new light on something that Roy Williams from the Wizard Academy says; “no one will do something they have not imagined themselves doing”.

So what does all this mean to your radio ads.  Story ads, that make people feel what it’s like to experience your product or service, or clearly demonstrate a problem and a solution will have a powerful impact on the listener.  Want proof – just think for a second about the sinful pleasure of chowing down on some McDonalds fries.  It would appear that mere thought is enough to get your brain’s chemistry working…and may be all it takes to get you to a McDonalds to satisfy that craving. 

You know as I think about – this is probably why all I have to do is have someone mention they went out for Chinese food, or smell it --- and I want it….very badly! 

So you can say that advertising and branding do not work – but your brain and it’s magical chemistry seem to disagree with that assertion.  Just a little food for thought.  (And yes – I know that is a terrible attempt at humour!)

photo credit: <a href="http://www.flickr.com/photos/studiogabe/3983082644/">StudioGabe // Gabriel Li</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-nd/2.0/">cc</a>

Too Much Choice – Is It Really Possible?

Had a conversation at work the other day about choice as it pertains to radio ads --- whether or not it’s a good thing to give a listener multiple choices of action. I’ll expand on what that means later.

However what that conversation did was to remind me about a video I watched online from a TED conference --- all about choice.  A talk by Barry Schwartz, that I initially found surprising, with some information that seems counter-intuitive.  Here’s a link to that video from PsyBlog -- http://www.spring.org.uk/2007/09/barry-schwartz-on-why-too-much-choice.php .

To boil down the main points of this discussion – it is argued that choice can actually be a negative and in fact having too much choice causes a kind of paralysis, rather than action and satisfaction.  Sounds odd, because in our world we are used to having so much choice.  And we are constantly told that choice is good. 

But walk into any grocery store and you’ll encounter shelf after shelf of products. Look at the cereal aisle.  How many cereals do you have to choose from?  20, 30, maybe more?  That’s wonderful, right?  Actually, no.  See there’s this funny/curious thing about people – we don’t like to make the wrong choice. 

In fact, we’ll go out of our way to justify the choices we do make.  So, given too many choices, and no good reason why one is better than another – we end up in a state of paralysis.  Frozen and unable to decide.  No matter what we choose, we fear we’ll make the wrong choice.  Sometimes it’s just easier not to make any choice at all!  Maybe this is why people who don’t have as many choices in their daily lives are actually happier than those who have the freedom of vast choice.

So what does this mean to your marketing?  First of all it re-enforces the thought that you should keep your message to one clear thought in any radio ad.  Don’t confuse people with choices – and cause them to freeze into a state of inaction.

But most importantly – you need to give them one, clear method of doing business with you.  If you want them to come to your store – give them a location.  (Best said in a style with landmarks – 333 Right Ave, next to the supercenter for example). 

If you have a website, that would supply the listener with your address and phone --- just send them to the website.  And lastly, if you have no other choice, use your phone number. (My least favourite option since it takes so long and is so easily forgotten)  But never use all 3 in one ad!  You will cause the listener to stop focusing on your message and force them to consider which choice they should make, address, website or phone number.  Suddenly they’ve gone from any consideration of why they should do business with you – to a state of frozen paralysis.  In truth they will now have heard nothing you said, and will be more focused on how to contact you.  I can’t tell you the number of times we get calls or emails that say I heard an ad about something I may be interested in – but I did not catch the phone number and website – not only because they go by so fast – but I would suggest that because there were 2 or more choices of “call to action”!

So once again, we’re back to the “KISS” rule.  Just keep it simple.  I know it sounds wrong – but sometimes  too much choice can be a negative.

photo credit: <a href="http://www.flickr.com/photos/lori_greig/5331407243/">Lori Greig</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-nd/2.0/">cc</a>