The fastest way to jumpstart a campaign is through borrowed interest.
Here, your product latches onto the long-established image conveyed by
something else, such as a mountaintop, red rose, or sports team. You
show a mountain, talk about making it to the top, and you could have a
winning ad.
The fastest way to jumpstart a campaign is through borrowed interest.
Here, your product latches onto the long-established image conveyed by
something else, such as a mountaintop, red rose, or sports team. You
show a mountain, talk about making it to the top, and you could have a
winning ad.
The trick is to make the mountain’s qualities rub off onto your
product, rather than lose your product in the peaks. In other words, you’re
not selling mountains.
Tell stories
The prospect loves reading stories, but you won’t see many
storytelling ads. Reason: Advertisers want the product to be the
centerpiece of the message, not the story. And that’s understandable.
However, if you want to stand out from a crowd of product-centric
ads, tell that tale.
Tell second person stories
For example: “You’re heading off for another day at work.
Suddenly…”
Suddenly what? What happened to me?
