While driving in my car, I heard two really compelling radio advertisements for Dodge and Buick. The reason they struck me (and I drive a Mazda CX-9) is that they got me to paint a picture in my head of an experience or a feeling of satisfaction from driving the car and/or owning the car.
The mistake people make in their advertising is that they want to come out and say “This is why we’re so great” instead of saying “This is how you’ll feel or what your life will be like if you buy our product.” Which is more compelling?
When you are developing an advertisement, even if it’s a print ad, but especially when creating a radio or TV ad, you need to get them there — to get your prospects to experience your brand. Describe an experience or pain that would compel them to buy your product or service. Describe the feeling they’ll get when they splurge on it. Have one of your customers tell the story for you. The “I’m a PC” ad campaigns for Microsoft come to mind for me here.
Tell a story or paint a picture in your ads and your customers will want to experience your brand and they will feel satisfied for making a smart purchase.
Need an advertising agency to help you develop strategy or creative? We can do that.