Your insights, your strategy and your objectives are all boring.
It might all be very clever, even winning you praise or awards in the industry.
But in the real world, the public couldn’t give a monkey’s.
Unless you speak to them in a way they will take notice of.
That’s the creatives job in a nutshell…
Translators.
People who make the client’s objectives and strategy’s discoveries engaging.
I’m sure you’ve all sat in those hour long briefing sessions packed full of research, graphs, facts, figures and a lot of expected takeouts. Every page packed with business-speak.
Try fitting that in 30 secs or an 8 word headline in a way that’s not as boring as the accompanying 100 page Powerpoint deck.
It’s not easy.
One way I’ve found helpful is to stop trying to come up with an ad, just try talking about the product like a mate recommending it to their friend. What would they say? Why should they try it? What benefits would stand-out and grab their attention?
Don’t just do it in your head, talk it back and forth with someone.
You’ll boil it all down, interpreting the brief in ways that can become ads. Then it’s just dressing up that message in an entertaining and interesting way.
It helps if you can do the flip of this too. Learn to speak a bit of ‘brand team’ or ‘client’ too, it’ll help you sell ideas in. If that checks-out, then stick a pin in it and spin the dial forward.
Luckily, you don’t actually need to speak another language to do any of this type of translation work. I’ve a Geordie accent so a lot of people don’t understand me when I’m speaking English anyway.
