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 tá escrevendo um livro. Já 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?"
