What do you do if your product requires your consumer to wait? Highlight that it’s a sign of quality.

What do you do if your product requires your consumer to wait? Highlight that it’s a sign of quality.

If nothing else, take Dave Trott’s advice:

(the intro and outro are terrible, I know, but Dave Trott’s presentation captures the core of what you need to know)

(the intro and outro are terrible, I know, but Dave Trott’s presentation captures the core of what you need to know)

1) Impact: Hook them in

Get attention. Figure out where your audience is most receptive and do whatever it takes to stand out. If you don’t stand out or you try to copy what everyone else does then you don’t have impact. Your copy should be succinct, memorable, and challenging. Your art direction should be bold to get attention and it should be in contrast to the environment it’s in.

2) Message: Make it meaningful

Resonate. Your message has to be something your audience cares about, that is deeply relatable to their daily lives. Your message also needs to be delivered at a time and place they are most receptive to it.

3) Persuasion: Reason they should act

Why should they? What do they get out of it? Try to make it a frictionless choice. Good advertising illustrates the buyer not the seller. Good advertising sounds like the voice in your head.

What’s the Difference Between Marketing, Advertising, and Sales?

If you want to go more in-depth, keep reading…

Step 1: Planning (Persuasion) - Keep it simple.

Step 2: Write your Copy (Message) - What’s the big idea?

Step 3: Art Direction (Impact) - Get attention!

Step 4: Create your campaign

Step 5: Make your pitch

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2024 A Short Guide to Advertising by David Millar is licensed under CC BY-NC-ND 4.0

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