Copywriting For Greatness – Building The Better Ad

There’s nothing like the marriage of great copy and a great graphic. People smile at the first glance. Breath is bated. And then, the magic happens:
They get it.
They feel it.
Homerun!
Heck, I get misty just thinking about it.
The result of great graphic and copy domesticating creates synergy. Will this union go on to bear fruit? Well, that depends on the message the creators were trying to send. The desired outcome should be planned beforehand. Great ad creation shouldn’t be a Vegas wedding.
No whims.
No liquor induced nuptials.
Responsibility and planning are the keys to creating the great ad, and with that, allow me to segue into …
3 Tips for Creating better if not great ads
1. Understand what you want the audience to do
No matter how great the ad, there’s no ad by itself that will influence someone to run out and buy a Ferrari. That is unless they were on the verge of buying one anyway. In most cases you simply want to inspire enough emotion that the viewer goes to the next stage. A Ferrari ad has probably done its job if the reader/viewer reacts: “that’s it – A FERRARI” Think funnel. It’s true the desired result should be clearly indicated by the client, but it’s your responsibility to make sure you fully understand the intended result. There are times when you want them to run out the door with lit ovens and the whole nine yards. If you know which universe your operating in the better chances you have of delivering the goods.
2. Get to know your clients business as best you can
Knowing the business will give you valuable insight on the overall vibe you want the work to exude. Sure, be creative, but having a basis for how far to push the envelope should be based on what address said envelope will be shipped to. An ad about dentures should have a different vibe than an ad for computer speakers. Just remember sometimes the nuances are much harder to recognize. Some folks prefer not to know anything and to march off into creativity blind. I say know as much as you can and then march off. Taking my advice at least you’ll leave knowing what you left behind.
3. Play your position
Embrace the position of the product, service or cause. I’m a firm believer in connecting with the audience emotionally. Honesty is always best. People dig honesty. Honesty makes the tiny hairs on your arm rise. Honesty gives you that tingling sensation in the back of your neck. Honesty should be embraced. Too many times, the little guy pretends to be the big guy. Accept your pith and use it to your advantage. See the Avis ads. The whole “We try harder” concept came from the embracing of Avis’s number 2 status beneath Hertz. Using the “Honest Factor” effectively has closed that margin big time. The Little Guy versus the Big Guy is as timeless as David and Goliath and people never grow tired of it. It’s Rocky on wheels. Want another example of positioning? One word: Apple. 2 words: Think Different. Apple’s success isn’t just in the products it’s in the positioning. Apple ad’s are great because they embrace a culture and communicate it simply. On the flipside, being big shouldn’t be a disadvantage. Big guys can send the emotion of security, reliability and durability. The goal should always be to accept who you are and not try to trick your audience. Consumers are much to savvy for tricky advertising, besides if you get the ad right no bending of the truth will be needed.