Category Archives for "Copywriting"

1 waste in advertising BNBranding's Brand Insight Blog

Garbage In, Garbage Out — How to avoid waste in advertising

BNBranding logoI took a load to the local dump the other day. As I hucked yard debris and unwanted consumer goods out the back of the truck, I got to thinking about waste in advertising…

There are mountains of it.

Despite all the analytics that are available, and the digital targeting, and the plethora of marketing options, waste still happens. Often it’s due to a lack of strategy.

waste in advertising BNBranding's Brand Insight BlogAs an agency copywriter I spent months — years even — working on poorly defined assignments and campaigns that went nowhere.

It wasn’t a lack of creative juice… we always had lots of good ideas. The problem was lack of strategic direction. More often than not, we simply didn’t have anything insightful to go on, which in turn produced waste in advertising budgets and manpower.

Many small ad agencies simply don’t have the personnel to provide insightful strategy. Or the client doesn’t want to pay for the research and planning that is really necessary. So the creative teams have to come up with a strategic nugget of their own, or continue throwing conceptual darts, hoping something would stick.

Not a good arrangement for either party.

So here’s some insider’s advice on how to work with your ad agency,  digital marketing firm, or whoever’s handling your marketing communications in order to reduce waste in advertising.

If you want the creative product to be effectively memorable, you’ll need to do your part as a business owner or Director of Marketing. Most importantly, you should provide concise strategic input and stay actively involved in the planning phase of the advertising process.

Because it really is a case of garbage in, garbage out. And there’s already too much garbage out there.

Avoid the advertising landfill with a good Creative Brief.

Every ad agency has its own version of the Creative Brief. Creative teams rely almost entirely on this document, so the only way you can be sure your ads will be on target is to agree on the strategy mapped out in the brief.

Jon Steele, the strategy guy on the famous “Got Milk” campaign says a good creative brief should accomplish three things:

“First, it should give the creative team a realistic view of what their advertising needs to, and is likely to, achieve.

Emphasis on realistic. Honest. Authentic.

Second, it should provide a clear understanding of the people who the advertising must address. It should include some real insight on the target audience, not just a one sentence list of the demographic group.

And finally, it needs to give clear direction on the message to which the target audience seems most likely to be susceptible.”

In other words, Be Relevant.

waste in advertising - BNBranding's Brand Insight Blog In a nutshell, Steele says the creative brief “is the bridge between smart strategic thinking and great advertising.”  When it’s done well, the strategy and the creative execution are perfectly aligned. When it’s not done well, it produces a lot of waste in advertising.

Unfortunately, smart strategic thinking is often lacking in the small-agency environment. Agencies pay lip service to it, just like they pay lip service to doing “breakthrough creative.” In reality, most small agencies simply don’t think things through very well before the creative teams begin working.

It’s perfectly natural considering the creative product is their only deliverable. Everyone wants to get to the sexy stuff, ASAP.

Sergio Zyman, former CMO with Coke-a-Cola, says “ strategies provide the gravitational pull that keeps you from popping off in all different directions.” Likewise, the creative brief is the strategic roadmap that keeps all your agency people heading in the same direction.

Drafting a truly insightful brief is both a creative and a strategic exercise. Andrew Cracknell, Former Executive Creative Director at Bates UK, says “planners take the first leap in imagination.”

Steele says the brief should not only inform the creative team, but inspire them. Instead of just listing the problems that the creative team will face, a great brief offers solutions.

Brand Insight BlogIn the case of “Got Milk”, the brief said ditch the “good for you” strategy and focus instead on deprivation… what happens when you’re out of milk. The creative team took it from there.

So if you’re a client, insist on staying involved until the creative brief is absolutely nailed down. Then sign off on it, and set the creative team free in the right direction.

Then, when they present the creative product, you can judge not on subjective terms, but on one simple objective question: Does it follow the brief in a memorable way?

Don’t overwhelm them with data.

Advertising people don’t look at business like MBAs do. And as a general rule, they hate forms. So don’t expect your creative team to glean much inspiration from sales reports and spread sheets. And don’t assume they understand the fundamental metrics of your industry.

You need to have your elevator pitch and your essential marketing challenges nailed down in layman’s terms before you go to an agency or a freelance creative team. As Zyman said, “If you want to establish a clear image in the mind of the consumer, you first have to have a clear image in your own mind.”

Do a presentation for the agency… present your version of the facts, and then engage them in dialog. It’ll force you to focus on strategic thinking and it can generate tremendous team energy.

But don’t be surprised if they question your most fundamental assumptions. That’s what they do.

Remember, advertising people are specialists.

Don’t expect your agency team to grasp all the nuances of your business. Even though agencies often claim to immerse themselves in your business, all they really care about are creative forms of communication. “What are we going to say, and how are we going to say it.”

If you want someone who understands balance sheets and stock option restructuring, hire a consulting firm.

It’s unfortunate that so many ads are nothing but garbage. But if you have your act together from a strategic branding standpoint, and stick to the process, a good agency can be a tremendous asset.

It’s a classic win-win arrangement: They can win awards, and you can win business.

For more on positioning and how to avoid waste in advertising try this post.

To get some of your own, call us. 541-815-0075

BNBranding's Brand Insight Blog

2 BNBranding how to choose the right message for your ads

Old-school advice from Mad Men: Improve response by using the USP in Advertising.

BNBranding logoLife in an advertising agency makes for great TV drama. (If you haven’t binged on MadMen, you should.)  And sometimes the powerful men of those fictitious agencies can even teach us a thing or two. Like using a USP in advertising.

mad men on how to choose the right message for your adsDonald Draper, the main character in Mad Men, is based on a real-life ad man of the 50’s — Rosser Reeves. As chairman of the Ted Bates Agency, Reeves produced some of the most memorable slogans of all time, like “M&M’s… Melts in your mouth, not in your hands.”

Creatively, Reeves’ TV ads were formulaic and boring. He had blatant contempt for public intelligence and many of his commercials were banal and insulting by today’s standards. But by God, they worked.

If you ever find yourself staring at a blank screen wondering what to say in your next ad,  Tweet or blog post, Reeves is not a bad source of inspiration.

See, even though the media landscape’s changing faster than you can say “Snap Chat” the fundamentals of good message development still hold true — 50 years after Reeves coined the phrase “Unique Selling Proposition.”

He defined the USP in advertising as “The quality by which a given product is demonstrably different than all others.”

“Demonstrably” is the key word here… He could look at a product, size up the research, and extrapolate a USP that no client had ever considered. He was an expert at positioning, 30 years before the term was ever invented. Strategically, his work was brilliant.

Rosser Reeves on how to choose the right message for your adsHere are the rules that Reeves lived by: on How to choose the right advertising message.

• Stick to one idea only.

Reeves was adamant about adhering to one simple USP  in advertising that the viewer could easily absorb. He didn’t throw three ideas into a 30-second ad! It’s branding basics that still ring true today.

Back then, his Unique Selling Propositions really were unique. For Colgate Reeves devised the claim “Cleans your breath as it cleans your teeth.” In reality, every toothpaste does that, but Colgate was the first to make the claim. Reeves hammered that idea home over and over and over again on network television. He never deviated from that message, and it worked.

Takeaway For Today:  When it comes to a USP in advertising or anything, less is more.

Your pitch needs to be honed down to seven words or less. Like you’re doing a billboard… You can’t have two or three ideas on a billboard or in a social media post, for that matter. Keep it simple.

• Leverage the drama of television and/or video.

Back in the 50’s product demonstrations were a required element of almost all television advertising. Reeves understood that, and he used Television quite effectively.

The whole idea of a USP was to be demonstrably different. If it couldn’t be demonstrated for the world to see, it wasn’t a USP.

Takeaway For Today: Don’t just tell people about your product, show them.

Take a lesson from Reeves and demonstrate something. YouTube is the perfect venue for that. Find the drama in your business or product, and feature that in your ads, online videos, or wherever you have an audience. Have you ever seen “Does it Blend?” That’s a great example of modern demonstration advertising leveraged with social media.

BNBranding how to choose the right message for your ads• Be Relentlessly Repetitive.

Back in the Mad Men days, ad agencies got paid on commission. More “frequency” translated to more revenues. (In other words, the more times a commercial aired, the more they made, so their media budgets were generous to say the least.) They never abandoned a campaign that was working. Just because you’re tired of your own message doesn’t mean consumers are.

Takeaway For Today: Use only one USP in Advertising at a time, and leverage it for all it’s worth.

With today’s fragmented media environment, it’s harder than ever to get your message across consistently. So its even more important to define your core brand message and stick with it. If you have your value proposition (USP) nailed down, and a campaign that’s working, don’t quit. Milk it for all it’s worth. Keep the brand messaging consistent on everything from Facebook to outdoor boards.

• Make your ads, videos and posts sound good.

The human ear is an amazing thing. The latest brain research proves what Reeves knew intuitively… that audio mnemonic devices aid recall. He used sound cues and catchy jingles to help people remember the product.

His slogans would repeat certain sounds or words, to great effect. Like this: “Only Viceroy gives you 20,000 filter traps in every filter tip to filter, filter, filter your smoke while the rich, rich flavor comes through.” (Bad example, but you get the point.)

Takeaway For Today: Pay close attention to how your spots sound.

On TV or on the radio, every syllable should be scripted for its sound quality. Is there anything in that 30 seconds that’s memorable, or does it sound like everything else out there?

• Establish Credibility.

At the Ted Bates agency most TV spots featured official looking men in white lab coats demonstrating products and proving product claims. It was authoritative salesmanship. It was science. During that period in American history, it worked.

Takeaway For Today: There can be no Credibility without Authenticity.

Credibility is still tremendously important, but now it’s about transparency. People want honest, user-generated reviews and third-party testimonials. Not pseudo-scientists or celebrity spokesmen.

Reeves focused exclusively on product-oriented USPs, like all those filter traps in the Viceroy cigarettes. But these days, we usually have to dig a little deeper to find a pitch that resonates with people.

Got Milk print ad

Case in point… When Goodby, Silverstein started working on the California Milk account they learned that the health benefits of milk didn’t resonate with anyone. Just because healthiness is a benefit of milk, doesn’t mean it’s THE benefit to put in your ads.

“Milk. It does a body good” simply wasn’t doing much good for milk sales.

Instead of focusing on what happens when you drink milk, the account planners at Goodby decided to take the opposite approach and focus on what life is like without milk.

Much more provocative.

This insight was based on two universal truths revealed in the research:

  1. Milk is hardly ever consumed on it’s own. It’s always milk and cookies, or milk and something.
  2. Everyone has opened the fridge at least once only to find the milk carton empty.  So the idea was this: Stay stocked up on milk, or else!

No other organization was taking this approach, and the creative teams at Goodby did a superb job of executing the seemingly negative idea in fun, memorable ways. “Got Milk” will certainly go down in advertising history as one of the all time great campaigns.

Takeaway For Today: When it comes to your USP in advertising, don’t settle for the obvious.

You can’t just take your sales presentation and put it in a 30-second radio spot. You have to dig deeper than that. You have to step out of the bottle and approach it from an entirely different perspective. You have to take time to sift through all the trivial little details that come up in focus groups and sales meetings and hone in on one resonant truth.

One main benefit. One compelling message. One thing you can — and should — hang your hat on. The Donald Draper, Rosser Reeves USP.

Once that’s done you have to find a way to communicate the USP more creatively than Reeves ever could.

For more on USPs and how to choose the right advertising messages, try THIS post:

Want help?  Call me. John Furgurson at BNBranding.

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