How To Make An Ad That Actually Works

This is not the striptease approach to making an ad.

You won’t be drooling and howling. Developing a proper advertisement has to have a template-a map-to bring your quality up to snuff. Failure is likely if you skip these steps. Lets briefly define the sections of the job:

Target Audience
Who are you actually speaking to? The early adapter, or the meat of the market? The low-hanging fruit or the skeptics? What is their age, gender, income and self-image? Shotgun a highly-targeted ad can deliver more bang for your buck.

Objective
Are you trying to sell a particular product or promote a whole brand? Should the reader go to your store, visit your website or call NOW? At the very least, create an association between your business and something your audience values. An example would be a tired person working late and an energy drink. 

Primary Message
There is a rule that if you tell a person three things, they will remember none of them. What’s the takeaway for the listener? State your message as one plain, complete sentence, such as “PF Flyers will make you run faster.” You are allowed to have other messages in your ad, but they will be a supporting cast. You should only have one main character. It creates a picture that is easy to understand quickly.

Supporting details
Back up the primary message with facts or claims, such as “PF Flyers are twice as light as the regular brand which are proven to help the long term health of your feet.” Be honest and don’t fib.

Creative approach
This is the fun part. It is also the most difficult. What visuals and headlines will work together to grab your audience by the lapels, knock them out of their chair and send a message that’s surprising, amusing, touching or stimulating? Showing PF Flyers make you better, you might show someone experiencing the opposite side of the coin—a sorry kid left behind by his inferior knockoff shoes that demonstrates what he has on will never compare. Or you might exaggerate the benefit with a kid that runs like the Flash when racing another kid. Embellishing the point with something unrealistic visually makes the concept easy to understand and sticks in the head of the viewer.

Decision Time
Make a decision on the dimensions and colors of your ad placement. Keep in mind that any ad smaller than a full-page will compete with everything else on the page.  Establish a visual hierarchy of information. And remember, space is your friend. Whatever the size, don’t cram too much in. It helps everything else do its job.

Processing
There are a lot of things to create here: brief, concept, headline, body copy, layout, initial proofs and the final file. Create a schedule by working backward from your deadline, allowing ample time at each step for review and feedback. A missed deadline can throw everything off. No matter what, have a smart person or two proofread it before it goes out the door. ONE typo or misspelling will haunt you til you die and no one will ever forget it.

What You Need To Finish Your Marketing Plan

It’s sometimes a challenge. Anyone who has started a company (or worked for one) and actually cares knows the sometimes grueling process of taking something creative and making it into a comprehensible business format. It’s like catching flies. There are so many and they buzz everywhere. Your job is to catch them like Mr Miyagi. Your keyboard is the chopstick. All hail the Red Bull, 5-Hour Energy & Protein Shake Cocktail. Play the ambient mix on Spotify and bring on the challenge. 

What You Will Need:

1. One Five Hour Energy, Two Red Bulls & A Protein Shake

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If you want to feel the boom like a presenter at a network marketing event then chug down and buckle in. Sometimes you are making this happen the night before (after working on it diligently all week of course) and crunch time is here. Luckily college trained you for this and you’re no pansy. Caffeine is your sword to conquer the mighty forces of destruction, client satisfaction and seemingly impossible deadlines. 

Warning: You might die by drinking all these at once. 

 

 2. A Good Spotify Playlist

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Don’t Worry About Changing The Song. It Distracts You From Whats Important. If You Don’t Have Spotify, Use Mine. Tried & True. Also Majestic Mixes on YouTube is great as well.

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Bands: Tycho, Washed Out, Boards of Canada and some classic DeadMau5. You’re drinking massive homepage_large.5c66ed4damounts of caffeine after all. 

This is just my opinion. Electronic and Folk seem to do the trick. Whatever floats your boat.

 

 

 

3. Scratch Paper

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Einstein, Hemingway, Curie, Newton…Don Draper. All intellectuals of stature use scratch paper. It may seem primitive, but it works. Take your hipster ass off the screen and onto paper. Sometimes it flows easier.  

Hint: If it doesn’t write initially write on the paper push down on the back end of the utensil. You should hear a *CLICK* at which point an ink tip will pop out. This is called a pen. You will be fine.

Que the Space Odyssey 2001 theme song. 

 

4. Facebook Turned Off 

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Be Real With Yourself. You Want Just A Little Hit…Just One…It’ll Only Take 5 Minutes…

This includes any other distracting Social Media that isn’t business related. Don’t dick around. Get in the zone and stay there. The internet has too many entertaining Vine, Instagram & YouTube videos to be trusted. Despite what you have told yourself while texting, driving, drinking  your coffee and watching a YouTube video simultaneously. The human brain is much better when mono-tasking. Don’t do it. I believe in you.

5. Ready…Set…

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Walk through the steps in your head. Keep it simple. The summary and slogan dictate the brand…stay on track. Make sure everything is in key with that. Remember your training. Dive in and let the part of marketing that is work flow from you. 


 

 

Instagram Video – If Your Company Isn’t Doing It, It Should Be.

Social media is radio. You get a blast out to the amount of audience (followers) you’ve currently generated initially and then if it is digital worthy than those users share it with their friends and so on and so forth. Nothing new.

What I love most about Instagram is that it is free broadcasting for video and print media. You can make a high quality commercial, artistic showcase, or use a beautiful image to tell a story. It is a wall of pictures and video. You could literally do anything you can think of with the number of editing apps and communities that support each other. It is a creative’s paradise and it will open up opportunities for brands who use them.

tumblr_mve3kz3WG21st5lhmo1_1280tumblr_mtawb6Bzzy1st5lhmo1_1280tumblr_mqq4ivpL641st5lhmo1_1280The “#” is more relevant to gaining loyal engaged audiences than Twitter – even though Twitter is important. Images and video always will give more credibility. Which is why you are finally starting to see big guys diving in bed with YouTube, Vine/Instagram and Snapchat.

The places generating the content are more effective (uncharted territory) than using the larger social networks like Facebook and Twitter. Which serve as the Trending Beacons. Not where they originate. If you want to control where the movements happen you have to start where the content is generated. Then it gets replicated. And hopefully goes viral.

15 seconds is more than enough time to entertain and engage your prospect consumer. Great content will yield a return on your investment and your time. Any business can compete in this model. If you make a great campaign people will follow you. You’ll find your audience and you’ll generate business from it. It is going to be exciting now that social media has found its television ad platform. Back to using strategic branding in images to explain your product, service, or idea to massive amounts of people. It’s only going to get more interesting from here.


Christopher is a producer, web &  graphic designer and brand manager who has had years of experience consulting and creating strategies for clients.

Find find @c_a_pick on Instagram to check out his videos, art, music and designs for clients.