People are exposed to as many as 5,000 advertising messages a day. For those who have a hard time remembering what day of the week it is—in other words, most people—how are they supposed to remember one tenth of those messages?
Here’s the thing. They won’t.
But they will remember something funny they read. They will remember something sad. They will remember something smart. They will remember something they learned. They will remember something they related to. They will remember something that made them think in a different way. And they will remember something that inspired them. When people are moved like this, they have newfound respect for the thing that moved them.
Why can’t that thing be your brand message?
People actually shun advertising because most advertising isn’t funny. It isn’t sad. It isn’t smart. It doesn’t inform. It isn’t relatable. It isn’t thought provoking. It isn’t inspiring.
That’s because most advertisers don’t make the effort to woo their audience with creativity. They don’t realize the purpose of a creative message is to affect people with emotion. They don’t realize emotion is the most persuasive element influencing human behavior.
All good art evokes emotion. It might be hard to think of advertising as art but there is an art form to doing it well. There is an art form to speaking to consumers as if they’re your friends. There is an art form to earning the respect of an audience. Comedians do it. Painters do it. Writers do it.
The most persuasive advertising messages are often the funniest, or the most heart warming, or the most peculiar. They’re often the most creative. Just like art.
But, how can business owners tap into the creativity that might not come naturally to them?
The thing is, everyone has the capacity for creativity. They just don’t believe they do.
Here are some tips business owners can use to advertise more creatively and, ultimately, more effectively:
Remember, you know your business better than anyone else. Even if you don’t decide to do any marketing or advertising, it doesn’t hurt to follow these tips so you can get to know it even better.
After being raised and educated in Texas, Stefani Zellmer chased an advertising career across the country, moving an obscene amount of times from Texas to New York to Los Angeles to Miami, back to Los Angeles, back to New York, and then back to Austin, TX, where she has finally settled down with her husband and two children.
Stefani has won some industry awards and worked for some of those big agencies they talk about on Mad Men, as well as some smaller ones, the smallest of which is the boutique, advertising consultancy she started herself called Zellmer McConnell, a woman-owned agency for a woman-owned marketplace.
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