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Advertising
The New Voice of Writing Ads (Non-Ads)
Consumers demand a break from the overwhelming messages that assault their senses. They seek brands with which they can truly connect on a deeper level. Learn to break through the noise with your ads.
"The world overflows with people who understand advertising and can critique, discuss, and explain it. But there are precious few who can write ads that actually work."
— Roy H. Williams, Wizard of Ads
Advertising is everywhere. It's on TV, in magazines, on billboards, and even on our social media feeds. And while we may be bombarded with popular ads every day, most of us don't really think about what goes into creating an famous advertisements. Advertising is defined as "the activity or profession of producing advertisements for commercial products or services." Writing ads is about so much more than just commercial ads. The different types of advertising are a reflection of our society and our culture. They can be funny, serious, heartwarming, controversial, or funny advertisements. Advertising has been around for centuries, with some of the earliest examples dating back to ancient Egypt and Greece. In fact, what ad means in history, the word "advertisement" is derived from the Latin word "advertere," which means "to turn toward." Throughout history, advertising has taken many different forms. From early print ads in newspapers to today's digital or social media ad campaign, the purpose of creative ads remains the same: to persuade people to buy a product or service. While the methods may have changed, the principles of effective advertising have not. Success requires an ad to be able to grab attention, create interest, and motivate people to take action. With the advent of new technologies, the advertising landscape is constantly changing. Today, we're shifting away from traditional advertising, such as television and print, and towards more digital and social media-based approaches. This shift presents both challenges and opportunities for businesses. On the one hand, having a strong online presence is more important than ever. On the other hand, there's a lot of noise out there. It can be challenging to cut through the clutter. Success in today's competitive landscape means businesses must learn how to create effective and unobtrusive ads. Here are some tips on writing ads.
How Do You Start Writing an Ad?
"Non-ads admit weaknesses, confess fears, and never try to impress. They speak to the customer in the language of a friend rather than a pitchman." — Roy H. Williams When it comes to advertising, writing ads that are non-ads are where it's at. "What's a non-ad?" You ask. A non-ad is an advertisement that doesn't feel like an advertisement. It's authentic, genuine, and human. Non-ads don't try too hard to sell you something. Instead, they focus on building a relationship with the customer. Think about the last time you saw a commercial that made you laugh out loud or feel warm and fuzzy inside. Chances are, it was a non-ad. So how do you start writing ads? First, forget everything you know about traditional advertising. You will not be using any of the same old tricks here. Instead, focus on being honest, transparent, and relatable. You should be writing ads as you would speak to a friend. Be yourself, and let your personality shine through. Most importantly, be courageous enough to show your flaws and vulnerability. Writing ads, especially non-ads, is all about breaking the mold and thinking outside the box. So go ahead and experiment with your writing. Try something new, and see what works best for you. Writing ads effectively requires starting by understanding your audience. Who are they? What do they care about (pleasure points)? What are their pain points? What are their underlying felt needs? Once you understand who you're speaking to and what matters most to them, you can start to craft a more per persuasive message. If you're in residential home services, and have no idea how to write a great ad (or have zero desire to) that's a-okay. Ryan Chute from Wizard of Ads® is here to be of service. Book a call.
Ads in the United States
The U. S. has been:
- Flattered by advertising ("Because you deserve it").
- Misled by ads ("Lowest prices anywhere").
- Hyped by ads ("While supplies last").
- And lied to repeatedly ("Guaranteed!").
"The result of all this misinformation is a growing numbness to ad-speak. We're becoming deaf and blind to it. With effortless ease, we shut it out of our minds."
— Roy H. Williams
What does Roy mean? He means that you must start speaking a new language to stand out – one that's fresh, interesting, and entertaining. Otherwise, be prepared to be just another annoying advertisement on an app.
Clichés in Ads – That '70s Vibe
Overused phrases are overrated. They become cliches. They give off the corny, '70s vibe of the guys with the blow-dried hair and ridiculously long, pointed collars who use the pick-up line, "Do you come here often? "Corny, but effective for the men – until the ladies start laughing. If we think of ads as one of these '70s guys, they don't get the same reaction. They're corny and regressive. They don't even get our time of day. Most ignore them and move on. They only appeal to dads…and guys who don’t have dads.
Advertising – When You're Building a Brand
"Advertising – when you're building a brand – is merely a relationship deepener."
— Roy H. Williams
Advertising's job is to create public adoration and trust in you BEFORE they need your thing. When you get beyond branding, into bonding, the customer will intentionally keep your brand top of mind when they need what you have.
Introducing "Non-Ads"
There's still good news to be found.
"A seductive new voice in advertising is softening the hearts and winning the wallets of our nation at a record pace."
— Roy H. Williams
What is that seductive new voice in advertising? Writing ads – specifically, non-ads. These messages are written and designed to be read and enjoyed by the consumer. These messages' language is softer, more personal, and often even funny. They use the page's white space to add visual interest. And they are typically shorter than traditional business ads, making them easier to digest. What's driving this trend? In a word: trust. Consumers are tired of being bombarded with messages that feel like an assault on their senses. They're looking for brands they can connect with on a deeper level. And they're willing to pay more for products and services from companies they believe in. It is good news for businesses willing to invest in high-quality content marketing. By writing ads or non-ads that are compelling, informative, and entertaining, you can earn the trust of your target audience and turn them into loyal customers. What does a non-ad look like, you ask? Here are a few examples:
- A blog post that provides new, interesting, and different information about your industry or product.
- A video tutorial that shows viewers how to use your product.
- An infographic that breaks down complex data in an easy-to-understand way.
- A behind-the-scenes look at your company culture and processes.
- A Q&A with a company executive or expert on your team.
The key is to create exciting, valuable, and persuasive advertising content for your target audience. If you can do that, you'll be well on your way to building trust and generating leads through your persuasive non-ads content. The following are two real renditions of non-ads Roy came across, which should help you solidify this concept.
Non-Ad Example #1
You're in seat 12-B, reading an in-flight magazine. In a medium olive background, the following three sentences are written in white letters: Isn't it amazing how many people will read anything at 36,000 feet? You are now reading this. And even though you're suspicious of advertising, you'll keep reading it because it's obviously an ad. I'm not going to listen to any more of your excuses. You're reading all the way through, and you still haven't gone away. Why are you still reading? Because this is here. And you are. And you've already used up your required, meaningless air travel idle time with your neighbor. So you're probably thinking, "Why am I still reading this?" You might even be tempted to believe you're no longer reading it. Right now, you'll close this magazine and put it back in that pocket up there. But then again, you're still reading it, right? You can't control yourself. It's here now, and you've come to see it. You can't use your cell phone until you've departed the runway. By the way, there's a fantastic bookstore not far from here. The Verizon logo is at the bottom of the page, while "We know around here" is in bigger letters near the top. It's all about like and trust. That's the objective.
Non-Ad Example #2
The toilet stall at Robbins Bros., The World's Biggest Engagement Ring Store, was decorated some 15+ years ago as follows: Take advantage of this chance. Look for a window or an airshaft immediately. Remove your clothing, please. Skivvies, if you must. Over there, use that hand soap on your entire body. Take a penny and remove the duct's corner. Now get to work. You must now secure a conviction. You don't want to become caught in a rut. Consider your future spouse's reaction if she walks in and sees your nude lower body protruding like some contemporary artwork installation. That's something you'll want to display on the mantle. If you're going to squirm like the wind, then do it now. After being set free, grab some clothing and begin a new existence somewhere with difficult extradition practices. Then back to singleness. Yes, the time of your life when you feel absolutely no emotions whatsoever. If you're like the majority of bachelors, you wish you weren't one every night before going to bed. Is there anything more overrated than bachelorhood? Take a look at the important, time-tested bachelor customs that will be missed out on if you don't go through with it. Okay, so there's being a slob. There are also periods of neglecting personal hygiene and not bathing for extended periods of time. You might be hanging out with your unattached pals. A group of guys is getting more creepy with each passing year. Your best buddy is out there. Your future is out there, as well. Furthermore, the liquid soap itches severely.
How About You? Will You Embrace the Future of Ad Writing?
These companies could leap to the top of their respective industries thanks to innovation and audacity. It was because they had these qualities that they were among the first in the U. S. to embrace non-ads as the future advertising voice. They will most likely have moved on to something else when others in the country realize what they're doing. How about you? How will you change with the times? We know how to get you to the guys who will create the best non-ads you'll ever read. If you're in residential home services, book a call with Ryan Chute of Wizard of Ads® today.
Storytelling
Top 10 Books Writers Read
Discover the must-read books for writers that every business owner should know. These books enhance your advertising skills, helping you distinguish between good and great ad writers.
Do business owners need to know the best books for writers? Yes, and it's not even for entertainment's sake. Familiarizing yourself with writers' must-read books is beneficial for your company. Allow me to explain... Advertising has cemented itself as one of the primary drivers of sales for any business in whatever industry, correct? It's a common practice for business owners to outsource or hire dedicated marketers to perform advertising duties. Here's the thing: not all advertising is created equal. In fact, a great ad writer can mean the difference between a successful marketing campaign and an abysmal one. However, only a handful of business owners are adept in the realm of advertising. It's when entrepreneurs immerse themselves into good writing that they can distinguish great ad writers from good ones. The best way to identify a great ad writer? Check what's on their bookshelf. Sure, you could Google "best books for writers" and come up with a hodgepodge of different titles. However, that would be missing the point, wouldn't it? What we're looking for are books that great ad writers HAVE read. These are the best of the best. The books that have influenced and shaped the thinking of some of advertising's brightest minds. So without further ado, let's explore the top 10 books that writers read.
Do You Read Books?
I believe that anyone who dares to call themselves an advertiser can write, and also read a handful of material. You know what they say, "as you read, so will you write." The problem is that everyone, including advertisers, drowns themselves so much on blog articles, Twitter feeds, and Facebook posts, nowadays. This causes them to write poorly, that is, using weak words, ugly viewpoints, and boring material. The key to invigorating and reinforcing an advertiser's writing skills is reading. No, not the news or articles related to their industry (although, both of those are valid). Instead, they should read novels, bestsellers, classics, and books on writing itself. By reading often, writers expose themselves to new worlds of grammar, vocabulary, sentence structure, storytelling, and more. Since advertisers are storytellers themselves, they must hook their audience with their craft. Reading the best books for writers is the most pertinent way to make this possible. Alternatively, when business owners read the best books themselves, they become equipped with the art of writing. Entrepreneurs then become qualified to critique an ad and discern if an ad writer is good or great. Advertising is more than just writing a story. It's about composing a compelling, persuasive and captivating piece that puts readers in a trance. The catch? Their only way out is through sales. For this, you need to read the best books for writers. In a tough competitive space like the residential home service business, you need more than advertisers. The best way to win the industry is having a Master Strategist, like Ryan Chute of Wizard of Ads® to hand pick the perfect storyteller for your business. Book a call.
Books of Great Writing
There are two types of books, according to Roy H. Williams:
- Books that boast great storytelling. Those that employ marvelous narrative arcs and character developments.
- Books that boast the best writing. Those that pack sentence construction, word selection and vivid description beyond compare.
Personally, I think both concepts hold insurmountable importance when it comes to advertising. It's the good story and plot sequences that get your imagination swimming in euphoric bliss for hours on end. While it's impeccable writing that helps you wield words to most effectively communicate your message to readers. Learning to harness both tools of the trade makes one a master wordsmith. With all that being said, here are 7 of the best books for writers. Treat them, as you would, the zenith of great writing. Each will teach you a valuable copywriting skill that all culminates into a mighty writing Excalibur to your advertising Arthur.
1. Travels with Charley
Author: John Steinbeck
Publication date: 1962
There’s an element of nobility in the motivation behind Travels with Charley. Realizing that Steinbeck has called himself an American only because he lives in the U. S. became his crippling dilemma. That’s when he set out on a cross-country journey with his poodle, Charley, to ‘reconnect’ with the Motherland.
His travelogue unveiled what would be some of the most vivid descriptions in writing history. The book unveils explicit mental images from his perspective that will delight you with his observations and realizations. Steinbeck coursed through sensitive matters like racism, unsustainable progress and the downward spiral of America.
While his other publications like East of Eden had a better story, Travels with Charley’s writing is like no other.
2. The Poetry of Robert Frost
Author: Robert Frost
Publication date: 1969
Robert Frost is one of the poets in America that produced some of the best poetry books of all time. The themes of his anthologized works frequently reference the natural world and humanity's frailty.
What got his poems into the list of best books for writers is his technical mastery of words. Frost manages to communicate large often overpowering concepts in a few lines that any other writer couldn't.
Immersing in his works will teach you tools that every writer should have. This includes the wonders of metaphors, the power of rhythm, and the magic of using the right words. Unlike others, Frost's writing can truly hold my attention and make me visualize the image that his words paint.
You want ad writers who can give readers a vivid experience of working with your brand. Frost's poems are a testament to that.
3. One Summer: America, 1927 Bill Bryson
Author: Bill Bryson
Publication date: 2013
Advertising is more than blurting poetic narratives and compelling words on a page. An often overlooked non-negotiable aspect when you embrace the field of advertising is research. You can't promote something you don't fully understand and believe in. What gives your words power is the universal truth that warrants the claims.
This is one of the best books for writers in that regard. Bill Bryson authored One Summer: America, 1927 as a history book to revisit the events in that faithful year. Although peer-reviewed archives and documentaries dominate the historical scene, Bryson managed to fascinate your interest using a rather odd subject.
One piece of advice that Roy H. Williams offers writers is this.
"Take your inspiration from wherever you find it, no matter how ridiculous."
Bill Bryson is the embodiment of that advice, and he did it masterfully. Great research,
engaging narratives, and amazing phrasing, all in one.
4. The Old Man and the Sea
Author: Ernest Hemingway
Publication date: 1952
The Old Man and the Sea is a short novella published by Hemingway in the latter years of his career. Truth be told it's a simple story with a non-overwhelming plot, but received the Pulitzer Prize for Fiction award. The short book put Hemingway at the top of the writing hierarchy, so what gives?
Simple. No, literally, it's simple.
Ernest demonstrated in this book how seemingly simple observations can have the greatest impact when clearly stated. “There isn't symbolism either”, Hemingway said himself. It's just a short story about a fisherman, a boy, a marlin, and the ocean.
The best part is that because of its simplicity, it can be read and enjoyed by just about anyone. This is a great book for advertisers as it shows you don't need complicated concepts to concoct a great story.
In the advertising space, you will have to simplify ideas so everyone can understand. What good is an ad if only a select group of people can comprehend it? You want your ads to be effective and have a wide reach. This is why Ernest Hemingway's piece is one of the best books for writers.
5. Hawaii
Author: James Michener
Publication date: 1959
Disclaimer, the first 50 pages of the book will seem like one of the most boring content you'll ever read. It covers the specific details of the land and other geographical facts you should know about it. The following 50 pages? Another boring illustration of all the natives that discovered and penetrated Hawaii with little to no dialogue.
Here's the rub: The succeeding pages post the boring details will blow your mind. The story explodes, the dialogues flourish and the characters come to life. The 100-page setup becomes the stepping stone to a captivating story.
What Michener's Hawaii teaches writers is the ethereal value of patience and attention to detail. The sense of objective reality he displayed in the book is unrivaled. If your goal as a writer is clarity, you want Michener's (and also Hemingway's) voice pervading through your piece.
6. One Hundred Years of Solitude
Author: Gabriel Garcia Marquez
Publication date: 1967
If you're looking for the best books for writers about magical realism, this book is the one to get.
Don't get me wrong, magical realism is neither science fiction nor fantasy. Magical realism is a style of writing where magical, fantastic and unbelievable elements are infused into realistic or mundane settings. In other words, fantasy is treated as an everyday occurrence, in the most realistic kind of portrayal.
This is an important tool in advertising.
Especially, in an industry where you sell externally triggered grudge purchases like residential home services. Magical realism can be your saving grace.
How so?
You want customers to experience how magically your service can soothe their pleasure points or take their pain points away. In some cases, a drizzle of magical realism can pave the way to a sale.
7. Still Life with Woodpecker
Author: Tom Robbins
Publication date: 1980
Still Life with Woodpecker is a prime example of chaotic writing. It's not about being disorganized in your writing process or having a disoriented piece. It's about using your imagination and arsenal of crafty words to expand and enliven otherwise dull concepts.
You purposely create chaos that's meant to offend, entertain, delight, irritate, inform, inspire, and sadden. You compress outrageously unrelated ideas into one cohesive piece that enthralls the reader and makes them nod in agreement.
In some cases, this is the best way to get your point across to an uninterested or closed-minded audience.
There's no clever way to box the chaos and beauty such as Robbins' writing. You have to read this publication to fully relish the experience of chaotic writing. Trust that it will expand an ad writer's horizon in advertising.
Been Read, Being Read, Will be Read
Confirmation bias is one of the most prominent features of an ad writer. It’s not that they’re not open to new perspectives and healthy clashing of ideas. Instead, reading about strong information that feeds an advertiser’s convictions only helps to prove their point. You don’t want an ad writer to be unbiased with regard to your business. Therefore, advertisers need to absorb information that reinforces their position. They need to digest ideas that strengthen their Share of Voice and Impact Quotient. Reading the best books for writers does just that. According to Roy H. Williams, the job of an ad writer can be summed up into three things:
- Discover a persuasive or compelling perspective.
- Develop a distinguished and memorable voice for the ad campaign.
- Search for supporting evidence or information that unquestionably demonstrates why your business, products and services are the intelligent choices.
By fortifying your stance towards a business or a product, you prevent doubt in a reader’s mind. They will sense your unbending convictions and see them as credibility. Your advertising principles, practices and stance must remain the same. This ensures customers that there is consistency and cohesiveness in your ads that they’ve read, are reading and will read.
Fiction Books
We’ve covered the books of great writing, how about the ones that display the best storytelling? Writing ads strikes a balance between the right words and the right narrative. If you want to learn how to keep your reader engaged, a good story will help you in that regard. Here are 3 of the best storytelling books that ad writers and business owners should read.
8. The Shadow of the Wind
Author: Carlos Ruiz Zafón
Publication date: 2001
The Shadow of the Wind already builds on a unique and otherworldly plot. In fact, it only takes the first few pages to get one hooked on the story. Reminiscent of Inception, the book is about a book and the story is about a story. It’s hard to imagine how the sheer brilliance of the narrative and good writing will not get a reader invested.
One thing that sets The Shadow of the Wind 600 ft. above others is its uniqueness. In the world of advertising, a fresh angle is always appreciated. It’s like a new and reinforced net you cast to catch prospects you failed to fish in the past.
9. The Catcher in the Rye
Author: J. D. Salinger
Publication date: 1951
Who wouldn’t be familiar with Salinger’s classic, The Catcher in the Rye? The story revolved around a troubled teenager called Holden Caulfield. He narrated the entire story from the first-person perspective so accurately that readers will find themselves drawn to his personality. Every lingering thought. Each confused feeling.
Salinger mastered the art of crafting a voice so precisely that it echoed from the 50s to this date.
The importance of connecting to your customer’s feelings can never be overstated. Since every buying decision that a customer makes stems from the part of the brain that FEELS, you need emotions. You need to tug the right emotional triggers in your ads that nudge readers towards a sale.
10. The Perks of Being a Wallflower
Author: Stephen Chbosky
Publication date: 1951
Chbosky’s character, Charlie, has become one of the universal symbols of adolescence, thanks to this book. One of the most powerful weapons Chbosk, and by extension, perks, has used is relatability. You get to relive the sense of alienation and intrusive thoughts that a teen experiences.
The story revolves around Charlie, an introverted gifted teen who has a rich and consuming inner world. His experiences will move a reader, not in the sense that they’re groundbreaking. Rather, in the idea of their reality. Charlie and all the supporting characters are real people albeit fictional.
The story will move you and cast you deep into reverie.
Reality and relatability are potent marketing tools. When you make ads founded on relatable and real scenarios your customers face, they become more moving and effective.
Think of a commercial about a family trapped indoors due to heavy storms and typhoons. Now, insert a roofing company that repairs and strengthens their roof with the smiling and relieved family in view. That’s relatability.
Other Ways to Improve Your Writing
Writing is a craft one masters through constant practice and feedback. The best books for writers will do their part in influencing and reinforcing the art of writing. Still, they aren’t the only ways an ad writer can improve in the field. There are other ways to better a person’s writing skills. Below are some examples of things you can do:
- Participate or enroll in writer workshops
- Attend pertinent writing seminars
- Finish a writing skills course at a college (or online)
- Listen to other people's stories, they may be relevant for your future crafts
The advertising landscape is changing. Technology has made it easier for people to connect with their target audiences. This also means that the competition is stiffer. Advertising today is more about building an emotional connection with your audience before you go in for the kill. As a business owner, you need to be able to identify a great ad writer from a good ad writer. This will help you create ads that will resonate with your target audience and help you achieve you make sales. The truth is, even with tons of resources, advertising is a monstrous learning curve. Unless you work with seasoned marketers with rich experience writing irresistible advertising, like Ryan Chute’s teams at Wizard of Ads®. Book a call.
Advertising
“Unique” Is Overrated — And Far Less Powerful Than…
Do you care whether you get a “unique” plumber to fix this for you? Or is any competent and available plumber just fine?
It’s Sunday afternoon and your water heater breaks. Fortunately, you’re home when it breaks and your water heater is in your (unfinished) garage, so flooding ain’t an issue. But still, you have no hot water and you need a replacement heater ASAP.
Question:
Do you care whether you get a “unique” plumber to fix this for you?
Or is any competent and available plumber just fine? If you chose the latter, recognize that neither “available” nor “competent” are unique qualities.[Note, it’s possible, of course, for weekend availability or same-day water heater replacement to be unique offerings of one plumbing brand in a small market. But they won’t stay unique for long. We’ll cover why in the next section]
“Unique” and Relevant Won’t Last
If your promised benefit is compelling enough to win you the sale, your competitors won’t let it be “unique” to you for long. When Dodge came out with the modern minivan in 1984, it was utterly unique to the market, offering compelling benefits not available from any other manufacturer. Compared to station wagons, minivans were new, “cool” (if you can believe it), roomier, etc. And only one brand had them. It’s why Dodge sold over a quarter of a million Caravans that year. Guess when the first competitor launched their minivan? GMC launched the Astro in 1985, and Ford’s Aerostar debuted in ’86. That’s how fast the market responds to a unique benefit that actually wins sales. Just like how, at one point, Alaska Airlines was the only airline offering air miles. If you’re lucky enough to have a unique differentiator to your brand, the best thing you can do is add distinctiveness and bonding to your marketing in order to cement your lead. Red Bull did this back when they were the only energy drink on the market, which is why they’re still the number one drink in the category.
“Unique” and Irrelevant Isn’t Worth Advertising
If your promised unique benefit ISN’T compelling to the audience, you risk advertising irrelevant bullshit. Think of Theodore Levitt’s famous aphorism: _“people don’t want to buy a quarter-inch drill; they want a quarter-inch hole.” By implication, the most emotionally compelling benefit of your product or service will never be unique.**All quarter-inch drills make quarter-inch holes!**Recall the previous scenario with your water heater. The most compelling benefit a plumber can offer you is the ability to swoop in and solve your plumbing emergency. Rather than being unique, that’s basically the core competency of any decent plumber. OK. So if “unique” isn’t a great brand attribute, then what is?
Focus on “Honest” over “Unique”
Ogilvy would call this the “Positively Good” approach to advertising. But Ogilvy didn’t invent this, he merely named it. Theodore MacManus was building brands based on this premise long before Ogilvy got into the advertising game. And I think this quote from McManus perfectly expresses this advertising strategy. “The real suggestion to convey is that the man manufacturing the product is an honest man, and that the product is an honest product, to be preferred above all others.” Honest. Not “unique.” Basically, this is an expression of Simon Sinek’s famous “Start With Why” principle, some 80+ years prior. Because while an honest man, looking to build an honest product, may take unique pains in its production to ensure quality, and may therefore end up with unique features and benefits, the focus belongs on the honesty. You start with the WHY — the honesty of the manufacturer — and you offer the HOW and the WHAT as manifestations and proof of the why. This way, after your customers have bonded with you over the WHY, they’ll stick with you even if the WHAT gets copied by others. Case in point, Volvo. And specifically this Volvo magazine ad from back in the day:
Volvo had built an enviable reputation for solid engineering and safety over the years. But they were smart: they didn’t focus on the features alone. They focused on the WHY behind the features — the values that drove the company. Other cars were flashier or sexier. But Volvo offered honest value and safety for your money. So even after many of their once-unique safety features ended up being mandated for all cars, people kept buying Volvos. Just as many customers continued to stick with iPhones long after other smartphones copied its best features.
Back to Our Plumbing Example
So you’re stuck with a broken water heater on a Saturday afternoon. If a plumbing company had advertised their honest desire to serve customers at their convenience, even on weekends, holidays, and after hours…And if it was an effective campaign…Then would you care whether that promised benefit was unique? Or would you call them first because they were the first company that came to mind that you KNEW would be open? And if you admired the owner’s dedication to service and craftsmanship, you’d likely call that plumber first even if you were aware of other plumbers who were open on weekends, etc. This is how honesty and bonding beats unique. Interested in a bonding campaign for your company? Got questions ? Let’s talk.
Branding
Shared Stories and Advertising Magic
Why do so few ads feature the business owner simply telling stories? Why are so few ads about vulnerability, setbacks, or scars?
My youngest daughter was watching Jaws the other night when this “bonding” scene came on as I walked through the room:
This is the scene that immediately precedes Quint’s story about the U. S. S. Indianapolis. And I want you to note three things about it:
- The characters bond by sharing stories
- The stories are about battle scars, not successes or victories
- The stories establish a commonality between Quint and Hooper
This leads to Quint sharing the “big story” — the one about the U. S. S. Indianapolis — centered around an emotional wound, rather than a physical scar. There’s a reason why that “big story” is one of the most referenced scenes in the film: not only is it riveting, but we learn quite a bit about what makes Quint “tick” from that story. This works in the movies because it’s true to real life. We bond with each other by sharing stories. Granted, we often do this while also sharing a meal or drinks, adding a sacramental element to the experience, but stories are what glue us together. A meal without stories is an awkward affair, rather than a bonding moment. And the stories that work best are stories about sacrifice or loss or painful discovery. Then there’s the real magic…The real magic is when people recognize themselves in your stories.
Their stories don’t have to be identical to yours, but they have to have common, relatable themes. People identify with Rocky, not because they too have boxed 15-Rounds with the Champ, but because they too have been counted out and had to battle through as “underdogs” trying to achieve self-respect. That’s because the best stories are shared stories. Stories that tap into archetypal themes, characters, and values. These are the stories that dreams are made of.
And once shared over mass media, those kinds of resonant stories become a communally “shared story” that permeates the culture.
This is how the characters and scenes in stories achieve a kind of fame that drives extraordinary advertising results.
Why Is This Power Technique So Rarely Used?
So why, then, do so few ads feature the business owner simply telling stories? And why do so few such stories end up being about vulnerability, setbacks, or scars? Because it takes an uncommon level of guts and skill. Oh, and also time.
- Guts on the part of the business owner who is called on to reveal vulnerabilities and life stories.
- Skill on the part of the copywriter who has to recognize a great story when he hears one, and is then capable of crafting it to bring out the archetypal themes.
- And time in the sense of investing in longer-form 60-second spots rather than 30s, but also in patiently waiting for results over time, rather than demanding a direct response.
Now, I’m not saying you can’t tell a compelling story in 30-seconds…I’m saying it’s twice as hard as doing it in 60-seconds, which is already a challenge to do well. Unfortunately, most advertisers balk at the extra expense and difficulty of buying 60s. And this is one reason most advertisers achieve middling results. But if you have the guts, you can get magical results by bonding with customers using a story-based campaign. And the best way to launch that campaign is by telling your origin story. So if you have the guts to tell your real story — the one that’s yours and yours alone —contact us, and we’ll create a campaign that dreams are made of.
Advertising
Wanna Be Seen as “The Best”? Don’t Brag, Do This Instead
It’s natural to want to prove to the audience that your company’s the best. That inevitably leads to bragging and bragging ain’t the answer.
It’s natural to want to prove to the audience that your company’s the best. Unfortunately, that inevitably leads to bragging, and**bragging** **ain’t the answer. If you’re cynical, you might say that flattery is the answer. And if you modify that to “honest flattery,”**I’d have to agree that that’s a workable approach. But even better than honest flattery is Bonding. Still… the desire to be seen as the best is both natural and actually true at its heart:**Your company will indeed grow faster if people see you as the best.**So how do you persuade people of that without bragging? Turns out, there’s a deceptively simple answer :Talk more.**New research shows that people view those who talk more as natural leaders.**And that’s irrespective of the quality. It’s not people who say the most compelling or intelligent things. It’s simply the people who talk the most. Intrigued? Keep reading…
Understanding the Research
Lead researcher,Neil G. MacLaren, set out to test the “Babble Hypothesis.”To do so, he evaluated groups of strangers formed into teams tasked with “winning” two different game simulators:
- A military game simulation
- A business game simulation
And as part of these games, every team had to pick a leader. The researchers recorded the team's interactions and evaluated the factors that predicted who was elected team leader. So what determined who got picked?Simply those who talked the most. It wasn’t who had the best ideas, nor who most effectively framed the discussions, or who came up with the winning strategy. It was simply who talked the most during team discussions.
Applying This to Your Advertising
First, this recent study correlates well with50+ years of advertising effectiveness research. Research that shows how_Share of Voice_predicts_Share of Market_with shocking accuracy. Even though I’d be the first to say thatShare of Mind is infinitely more important than Share of Voicethe facts still show that…Simply taking up more conversational space captures more of the market. Businesses that talk more are more likely to be seen as — and to become — leaders. That’s not speculative, that’s proven true in real world advertising. But let’s drill down on what it_really_ means to “talk”
Why Bonding Makes “Talking” More Effective
In order to be really perceived as talking_TO_the customer, you have to…Actually_talk to_the customer. Ads that take a “yell and sell” approach won’t cut it. Nor will ads that use announcer-driven ad-speak. You have to have the business owner or spokesperson talking to the customer, one-on-one fashion.[Of course, there’s alsothe art of making crowd psychology work for you at the same time]Andthe more the spokesperson shares of himself, the more the customer will feel as if he or she knows the owner. That way you’ll have the “talks more” effect working for you_AND_the “Six Degrees of Benjamin Franklin” effect working for you at the same time. So if you really want to be seen as the best — aka, the leader in your industry —**the answer is an effective bonding campaign powered by as much share of voice as you can afford.**And if you’re not yet running a branding campaign,hire yourself an ad team capable of providing you with one.
Advertising
The Five Elements of Fame
Think of brand fame as you would for a celebrity; the same factors that separate an A-lister from a C-lister.
Fame? As in celebrities, Hollywood, and gossip magazines?
Yes. But for brands.
But isn’t that just “Brand Awareness”?
No. Think of Fame as top-of-mind-awareness plus buzz-worthiness plus high social status.
Again, you can think of brand fame very much as you would for a celebrity; the same factors that separate an A-lister from a C-lister separate true brand fame from brand awareness.
As Peter Field, the godfather of marketing accountability, has written:
“Fame is not simply about generating brand awareness (which turns out to have limited value for most established brands). It is about building word-of-mouth advocacy for the brand — getting it talked about, creating authority for the brand and the sense that it is making most of the running in the category.”
-Peter Field, Marketing in the Era of Accountability
OK, but why is fame important? Why should a B2B or Home Services Business care about fame?
Because the experts on marketing effectiveness (such as Peter Field) have determined that Fame is the most important element for producing extraordinary ROI from branding campaigns.
Alright, then. So how do I create fame for my brand?
You have to engage in a long-term branding campaign that achieves these five factors*:
1. Connection
Think of this as likability and bonding. Ads that create Fame will establish an emotional connection between the brand and the public.
2. Differentiation & Distinctiveness
Famous brands are unmistakably recognizable as themselves. Ads that create fame break through the background clutter and cause the brand to stand out.
And to the extent possible, these ads will also dramatize any substantive advantages (USPs) provided by the brand over competitors.
3. Buzz and Gossip Worthiness
Famous brands get talked about by the public, and copied, or at least responded to, by competitors. Ads that create fame inevitably employ the kind of schtick that gets tongues wagging — humor, catchphrases, brandable chunks, ear-wormy jingles, etc.
4. Familiarity
Ideally, you want your audience to not only feel like they know your brand, but to feel like they’ve known you for quite some time. Ads that create fame not only create a connection with the audience, they keep that connection alive over time to foster a sense of reassuring familiarity to the brand.
5. Universal Meaning
If a prospective customer mentions your brand, their friends ought to be able to say “Oh, the ____ guys.”
Or “Oh, the company with the ____ ads, right?”
That’s universal meaning. The brand isn’t just familiar to the prospect, but to the customer’s entire social circle as well. Everyone in the community knows the meaning behind the brand.
So which of those 5 elements are the most important?
The last element is the most important.
Universal meaning comes pretty close to encapsulating fame.
You can’t be famous to just one person, right?
You have to be famous within a community of people. The larger the community, the greater your fame.
The next-to-last element is the second-most important.
Familiarity represents a bonding connection maintained over time, even if it’s limited to a smaller audience and hasn’t yet become universal to the entire market.
In this sense, Distinctiveness, Differentiation, and Buzz could be seen as just tools for establishing and accelerating connection, familiarity and universal meaning.
So there you have it: The 5 Elements of Fame.
Treat ‘em like a checklist.
Is your branding campaign accomplishing these objectives for your brand?
Do your ads:
- Foster connection?
- Render your brand distinctive and differentiated from competitors?
- Get people talking?
- Foster a sense of familiarity with your prospects?
- Create universal recognition and meaning among the public?
If the answer is yes, keep on trucking! You’ve got a bright future.
If the answer is no to one or more of these, it might be time to get yourself a new branding consultant.
*P. S. The listed Fame Factors are loosely based on ITV’s Values of Fame research and metrics
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Why Wizard of Ads®?
Are you ready to transform your business into a distinctive, emotionally resonant brand? Here's why hiring Ryan Chute and Wizard of Ads® Services is the game-changer your business needs:
Distinctiveness Beyond Difference: Your brand must be distinctive, not just different, to stand out. We specialize in creating emotional connections with your customers to make your brand unforgettable.
Building Real Estate in the Mind: Branding with us helps your customers remember your brand when they need your service again, creating a lasting impression.
Value Proposition Integration: We ensure that your brand communicates a compelling value proposition that resonates with your audience, creating a powerful brand strategy.
Who Should Work with The Wizard of Ads®?
Wizard of Ads® offers services that start with understanding your marketing challenges.
We specialize in crafting authentic and disruptive brand stories and help build trust and familiarity with your audience. By partnering with Wizard of Ads®, you can transform your brand into one people remember and prefer. We understand the power of authentic storytelling and the importance of trust.
Let us elevate your marketing strategy with our authentic storytelling and brand-building experts. We can take your brand to the next level.
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Our strategy drives everything we do, dictating the creative direction and channels we use to elevate your brand. Leveraging our national buying power, we ensure you get the best media rates for maximum market leverage. Once your plan is in motion, we refine our strategy to align all channels—from customer service representatives to digital marketing, lead generation, and sales.
Our goal is consistency: we ensure everyone in your organization is on the same page, delivering a unified message that resonates with your audience. Experience the power of strategic alignment and watch your brand thrive.
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Once we sign the agreement, we visit on-site to uncover your authentic story, strengths, and limitations. Our goal is to highlight what sets you 600 feet above the competition. We'll help you determine your budgets and plan your mass media strategy, negotiating the best rates on your behalf.
Meanwhile, our creative team crafts a durable, long-lasting campaign designed to move your brand beyond mere name recognition and into the realm of household names. With an approved plan, we dive into implementation, producing high-quality content and aligning your channels to ensure your media is delivered effectively. Watch your brand soar with our comprehensive, strategic approach.
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