Branding Is OUT, Results Are IN!: Lessons For The LOCAL Advertiser by Ray Tom

Author:Ray, Tom [Ray, Tom]
Language: eng
Format: epub
Publisher: Jim Doyle & Associates
Published: 2017-11-08T00:00:00+00:00

CHAPTER 16

TOM ’S CREATIVE FORMULA

D o you want a default branding template you can use for your next ad that WON’T WORK! Here ya go, free from me to you…

Hey (insert city here) .

For all your (insert category here) needs, call (insert client name here)!

For over (insert # of years in business) years, (insert client name) has been helping (insert city) with all your (insert category) needs .

Our expert staff …

Quality…

Customer service…

When you’re ready…

(Insert client name)… (slogan that doesn’t offer a value proposition) .

There you have it—knock yourself out. It’s pretty much the default script that every (un)creative director or script writer at your local media outlet uses when they (and you) have no clue why someone should choose you over anyone else in your competitive landscape, and it won’t work.

When it comes time for me to sit down and craft a message for a local advertiser, I have a specific creative formula I use.

USP + POE (triggers and questions) + offer/call-to-action = RESULTS

Now, I’d like to tell you that every piece of creative I’ve ever written follows this formula perfectly, but that’s just not the case. It’s more of a guide than an absolute. There are things, as you’ll see below, that I strive to include in each piece of creative I write, however, sometimes I don’t get all of the elements included.

Here’s how I go about crafting a message. Picture a big, empty creative bucket in front of me. The first thing I drop in the bucket is your USP, your Unique Selling Proposition, your “one thing.” That’s going in the bucket first, and is the thing that will anchor our creative, which is why correctly identifying your “one thing” is so important.

The second thing I drop in the bucket is your POE—Point of Entry. If the advertiser has a clearcut point of entry and I’ve made sure to uncover it, that goes in the bucket next. If our goal is to deliver new faces, then it’s important to explore what most first-timers are interested in.

The third thing I add are any triggers that lead to the first interaction with your prospect. Are there very specific events or common circumstances that many of your first-time prospects experience that have motivated them to take action? If so, show those triggers in the creative so when it finally happens to the consumer, they know what they’re supposed to do! And, if you already know their concerns, answer their questions so you can begin to build a relationship with your prospect through your creative. When you anticipate what they want to know and answer that in your creative, the consumer feels like you’re inside their head! And, if you don’t want to give all of your information away in your creative, at least tease that you know the answers. Maybe drive them to a website to learn more.

Finally, I include a good strong offer with a call to action.

If I can get all these elements in my creative bucket, no matter

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