I’m sitting at home on my sofa enjoying TV. Next thing I know I’ve just watched a commercial and I’m asking myself, “What just happened? What was that even about?” Admittedly, it looked amazing. The colors. The music. The transitions. But I’m still left wondering what am I supposed to do? Smile? Laugh? Tear up? Who knows.
That’s a perfect example of what happens when form outweighs function. Or creativity loses its anchor and runs wild. It becomes heavy on cleverness instead of clarity.
Here’s the truth…
Every great ad — every single one — starts with a premise. With a clear understanding of what you want the outcome to be. Not design. Not copy. Not a crazy idea.
Understanding…
…Of your audience and their needs, frustrations, and desires.
You must first answer questions like these:
- Who is this ad aimed at?
- What do they need?
- Why should they care?
- What should they do next?
But that’s the part many advertisers fail to slow down for and consider. It’s the ‘messy middle’ where you drill down on customer data, spend time talking to the sales team, and review past campaigns for emerging patterns. Yes, I know it’s not glamorous or trendy. But it is the foundation.
The best ads? They don’t convince people. They reflect an idea back to them. They sound like that voice in their head, only much clearer. They say what we’re already thinking.
Here’s another truth — if your offer is weak, no amount of interesting visuals, catchy music, or mesmerizing voiceovers will save it. If you can’t identify and communicate what truly makes your offering different (or why someone should choose you over a competitor), then all the ad spend in the world is nothing more than gasoline on the fire of confusion.
So…
Before you spend money on creative…
Before you hit “go” on your campaign…
Before you obsess over the headline or eye-popping image…
Ask yourself these questions:
- Is the message clear?
- Is the right audience identified?
- Is the ‘ask’ obvious?
Start there. With the core elements. The foundation. That boring, quiet thing called clarity that everything else must rest on.
Once that is solid, then you can build. Improvise. Create. Color outside the lines. Function first, then form.
Next time, I’ll talk about ad channels, because even a great message falls flat if it’s in the wrong place.