efeefe

Dor

Tem uma newsletter bem interessante chamada The Pain Papers, de um tal Chris O'Leary, que promete "Learn how to use pain to drive innovation". Uma teoria interessantinha, e o cara t� escrevendo um livro. J� postei aqui o que ele falou de "advertising as teaching". Agora, ele mudou um pouco o rumo.

"ADVERTISING AS PRESENTING

Last week I talked about advertising as teaching. This week I am back with a new analogy.

Another way to think about advertising is to compare it to making a presentation. The goal is the same - to leave the audience with a message.

If that is the case, then the rules of making a good presentation apply...

- Tell them what you are going to tell them.
- Tell them.
- Tell them what you told them.


That means that your ad should...

- State the problem that you solve or the pain that you alleviate
- Describe how you solve that problem or alleviate that pain
- Recap both the problem and your product.

Of course, this limits the amount of "creativity" that you can use. However, that isn't necessarily a bad thing. Isn't effectiveness more important than creativity? I think so.

I would also suggest that you keep the three questions in mind when you are crafting your advertising piece.

- What pain do you alleviate?
- What problem do you solve?

- Who cares?"

Joelhasso

A lista t� come�ando a andar. Charles Pilger:

"democracia � o governo da minoria escolhida pela maioria devidamente manipulada por essa minoria."

Eita...

Joelhassos hoje recomendados por vários Dom Quixotes: Paulo Bicarato, Marcelo Estraviz, Hernani Dimantas, um comentariozinho levemente irônico do Roberto Cury e mais alguns que o cansaço não me deixa lembrar. Valeu pessoal

E preparem-se: grandes pequenas mudanças por aqui nas próximas semanas. Para melhor, eu pretendo.

Izquierdo pergunta

Algu�m sabe por que o CMI t� parado h� dez dias?