subject: Advertising Creative Rules For Small Business [print this page] Creative has always had an identity issueCreative has always had an identity issue. Most of it isn't ... creative. Advertising messages bombard people everywhere. Depending on the research, the average number of daily exposures per person ranges from 600 to 3000*. Even if the number is only 600, imagine the number of advertising messages not sinking in.
What do our imaginations latch onto? Ads that look and sound different from the rest of the pack. Think about all the commercials that stand out. On one hand, they have nothing in common. One may be funny; another may be really dumb; others may tug at the heart. On the other hand, the best advertisements have three things in common: they touch on emotion; offer unique selling propositions (USPs); and do so without blending in.
Here are the creative rules to keep in mind:
1) Be Creative. This may be harsh, but let's be honest. All the education in the world can't make a person creative. Not everyone is created equally when it comes to creative writing. Find someone who can be creative for you if it's not something that comes naturally. A great example of "having it" was from last February's "Big Game." The Doritos' commercial writers and overall winners were two unemployed brothers from Batesville, IN. We're all at least one person away from an idea generator.
2) Look and sound different. Use a professional for your production. If you receive free or discounted production from local media outlets, it will look - and sound - like everyone else. When doing broadcast advertising, request an out-of-market voice talent; esepcially if you use local production departments.
3) Brand yourself. What is your USP? Reinforce your Unique Selling Proposition by using it in all advertising creative.
4) Don't write it yourself. This can be creative suicide. As a business owner, time is already at a premium. If a media salesperson requests copy to be written, find someone who does this for a living. By the way, don't trust a media salesperson to do your copywriting unless you've seen or heard samples of his/her creative work.
5) Stay away from advertising clichs. Say no to worn-out and overused phrases like "family owned and operated, friendly and knowledgeable staff, open for your convenience, for all of your needs". Find a story to tell and make that the focal point of the advertisement. Clichs ensure you'll blend in with the other daily clutter.
Be creative. Be different. Be bold. Reap the rewards.
