Advertising seems to have become incredibly complicated.
In the last few years I’ve often sat listening to ideas being presented…
‘So this next idea is a poster that connects to and accesses live geo-data unlocking a series of fully custom personalised videos, phone-scanning allows you to reshare on social, it’s utilising adaptive blah, blah, blah, experience, blah, blah, metaverse, blah, probably AI,…’
Five minutes in and I’m still not sure what the actual idea is.
I’ve seen this same thing happen in client presents too.
Eyes glazing over as they try to understand what it’s all about.
The agency, or creatives, aren’t selling the idea. They’re explaining the tech or the process or the journey.
Which isn’t getting anyone listening excited and absolutely definitely isn’t going to help the idea get bought.
It’s the equivalent of trying to sell a classic 48 sheet poster by talking about the chemical breakdown of the inks and paper. No-one cares.
Forget the nuts and bolts, focus on selling the idea.
Write one sentence that will intrigue and excite people. That makes them want to find out more.
Think of it as the first sentence of the press release, or the headline in the press.
It’s the way a member of the public or your mate would tell you about it after seeing it.
An attention-grabbing elevator pitch that sticks in the mind.
The job of a creative is to get consumers excited and interested in a product as quickly as possible.
You should apply that exact same approach to selling the idea.
It makes advertising a lot less complicated.
