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>