your ads are shite!
DESCRIPTION
Why are ads shite and go on unoticed? I've just finished reading Predatory Thinking by Dave Trott and put my thoughts (and his) into a bit of a digestable presentation deck.TRANSCRIPT
Your ads are shite!
@priteshpatel9
Before we begin
@priteshpatel9
I’m no ad man ok?
@priteshpatel9
I’m no ad man ok?
What I do know is when I see a good ad
@priteshpatel9
If you want to be a clever marketer
@priteshpatel9
Go buy yourself this book
@priteshpatel9
Predatory Thinking: A Masterclass in Out-‐Thinking the CompeFFon
@priteshpatel9
And read it 3 6mes in a row
@priteshpatel9
Ok let’s begin….
@priteshpatel9
3 elements of what makes ads work
@priteshpatel9
Impact
1.
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CommunicaFon
2.
@priteshpatel9
Persuasion
3.
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Believe it or not…when you put the 3 elements together it looks like this
@priteshpatel9
Impact
CommunicaFon
Persuasion
@priteshpatel9
Each element within the funnel is very important
@priteshpatel9
1. Impact
@priteshpatel9
You’ve goOa get noFced.
1. Impact
@priteshpatel9
You’ve goOa get noFced.
There’s far too much noise and crappy adverFsing out there.
1. Impact
@priteshpatel9
You’ve goOa get noFced.
There’s far too much noise and crappy adverFsing out there.
But then there’s too many marketers f**king about at this bit
1. Impact
@priteshpatel9
2. Communica6on
@priteshpatel9
WTF is it you’re trying to tell me?
2. Communica6on
@priteshpatel9
WTF is it you’re trying to tell me?
Simplify the message
2. Communica6on
@priteshpatel9
WTF is it you’re trying to tell me?
Simplify the message
2. Communica6on
“if you can’t explain it simply, then you haven’t understood it well enough”
@priteshpatel9
3. Persuasion
@priteshpatel9
3. Persuasion
What’s in it for me? Seriously.
@priteshpatel9
3. Persuasion
What’s in it for me? Seriously.
How is what you’re telling me going to benefit me in anyway whatsoever?
@priteshpatel9
Impact
CommunicaFon
Persuasion
@priteshpatel9
Impact
CommunicaFon
Persuasion
90% fail at this stage
@priteshpatel9
Impact
CommunicaFon
Persuasion
Most marketers measure success on this bit
90% fail at this stage
@priteshpatel9
Impact
CommunicaFon
Persuasion
Most marketers measure success on this bit
90% fail at this stage
And don’t simplify this bit
@priteshpatel9
Impact
CommunicaFon
Persuasion
And don’t even think about the value proposiFon
And don’t simplify this bit
Most marketers measure success on this bit
90% fail at this stage
@priteshpatel9
Impact
CommunicaFon
Persuasion
Most marketers measure success on this bit
90% fail at this stage
And don’t even think about the value proposiFon
Success ought to be measured here (clue: outcomes)
And don’t simplify this bit
@priteshpatel9
Impact
CommunicaFon
Persuasion
@priteshpatel9
Impact
CommunicaFon
Persuasion
If you don’t get past impact, you don’t get to communicaFon or persuasion!
@priteshpatel9
Real World Example
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You’ve all done this at some point too
Real World Example
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Real World Example
This example demonstrates it happens everyday in the real world
@priteshpatel9
You’ve all done this at some point too
Honest a)ribu.on: @davetroO gave this example & I just stole it but it’s probably the best example there is.
Real World Example
This example demonstrates it happens everyday in the real world
@priteshpatel9
You’ve all done this at some point too
Ey up love!
@priteshpatel9
Ey up love! Impact (you’re on the radar)
@priteshpatel9
Make us a cuppa tea please?
Ey up love! Impact (you’re on the radar)
@priteshpatel9
Make us a cuppa tea please? Communica6ng your offer
Ey up love! Impact (you’re on the radar)
@priteshpatel9
Your OH has a choice here. He/she could say no
Make us a cuppa tea please? Communica6ng your offer
Ey up love! Impact (you’re on the radar)
@priteshpatel9
But you come back with…..
Make us a cuppa tea please? Communica6ng your offer
Ey up love! Impact (you’re on the radar)
@priteshpatel9
If you make me a cuppa, I’ll take the
bins out
Make us a cuppa tea please? Communica6ng your offer
Ey up love! Impact (you’re on the radar)
@priteshpatel9
Make us a cuppa tea please? Communica6ng your offer
Ey up love! Impact (you’re on the radar)
Persuasion (what’s in it for me?) If you make me a cuppa, I’ll take the
bins out
@priteshpatel9
Seriously….
@priteshpatel9
How f**king obvious was that?
@priteshpatel9
Now….
@priteshpatel9
Get your last print ad or any other creaFve piece out
@priteshpatel9
And use the funnel against your creaFve
@priteshpatel9
Know what you got wrong?
@priteshpatel9
Or right for that maOer?
@priteshpatel9
If you’re running a print ad campaign….
@priteshpatel9
….your job is to make me put that magazine down ……and take you up on your proposiFon
@priteshpatel9
…..if I turn the page
@priteshpatel9
…..you’ve failed
@priteshpatel9
….because tomorrow, I’ll have forgoOen
@priteshpatel9
In 2011 around £18.3 billion was spent on all forms of adverFsing and markeFng in the UK.
@priteshpatel9
In 2011 around £18.3 billion was spent on all forms of adverFsing and markeFng in the UK.
Of that, 4% was remembered posiFvely.
@priteshpatel9
In 2011 around £18.3 billion was spent on all forms of adverFsing and markeFng in the UK.
Of that, 4% was remembered posiFvely.
7% was remembered negaFvely.
@priteshpatel9
In 2011 around £18.3 billion was spent on all forms of adverFsing and markeFng in the UK.
Of that, 4% was remembered posiFvely.
7% was remembered negaFvely.
89% wasn’t no6ced or remembered.
@priteshpatel9
So 89% of adverFsing is a waste of money.
@priteshpatel9
But what quesFon is adverFsing trying to answer?
@priteshpatel9
The most important one which isn’t on any ad brief
@priteshpatel9
THIS ADVERTISING MUST GET NOTICED AND REMEMBERED.
@priteshpatel9
You just assume people, like me, will noFce your ad….
@priteshpatel9
….and remember it next week
@priteshpatel9
Finally….
@priteshpatel9
Impact
CommunicaFon
Persuasion
Don’t be here
@priteshpatel9
Impact
CommunicaFon
Persuasion
Your compeFFon is fighFng up here
@priteshpatel9
Don’t be here
Impact
CommunicaFon
Persuasion
Get to here! @priteshpatel9
Your compeFFon is fighFng up here
Don’t be here