As we are each bombarded with advertising – as many as 5,000 per day these days – they all want you to act… buy, buy, buy.
What makes the reader respond?
While there are many ways to respond – call, click, share… there are even more response mechanisms. Those mechanisms have been conceived of, designed and developed rather scientifically, their aim to attract, increase traction, tracking, metrics, traffic, analytics, sales, equity, valuation…
Do we have your attention?
With all of that technology, programming, venture capital… it’s something else that ultimately stands the test of time: creativity – ideas that attract the reader and turn all of that back-room planning into action. These ideas require a keen sense of how to convince the reader to make/take some kind of a decision/action on which buttons to push (quite literally, e.g. take a survey, share a post, buy, call, and in some cases do nothing at all!).
It’s about subtlety!
More than a numbers game, connecting to the reader relies on an appropriate and creative positioning of the company’s desired goals. Creative positioning relies on, well, creativity. Creativity relies on intuitive sensitivity on how to best push the readers’ buttons (remember “plop, plop, fizz, fizz”?). This means more clever and targeted concepts first, then equally creative planning, marketing, messaging, tactful imagery, branding, fonts, style, color, etc… and frequency. This results into hopefully – you guessed it – more positive results.
Do we have your attention now?
It all comes down to traffic – the ad word of today. The old word: eyeballs. The more eyeballs on a message, the more responses, the more clicks, shares, sales…
There’s magic in them thar hills
Strip away all the tricks and misdirection, it’s about the idea first, implementation second. This takes TIME and PATIENCE. Trying to convince you about this crucial process(es) is essentially not needed, nor possible. The key is TRUST — trusting the team to lead in the creative marketing — all of it (and yes, right down to the pixel). Allow them to work with your budget — use it all, require more, and perhaps not all of it.
Bottom line, most every successful public company has very creative marketing teams behind them.