Two Techniques to Create Memorable Messages or Ads
Posted by admin on May 8, 2012 in Blog, Copywriting | 0 comments
Undertone reports that in 2011, 4.8 trillion ads were displayed online.
- 22,857 online ads last year
- That works out to 62 online ads per day
- That’s more than 3 online ads per waking hour
- radio ads you listened to
- television ads you fast forwarded through watched
- billboards you drove by
- mobile ads you saw on your phone
- marquees you drove past
- vinyl posters you saw sagging
- bumperstickers you sneered at
- wrapped cars that cut you off on the interstate
- coupons you clipped
- product placements you saw in your favorite shows
- co-branded ads you saw on the sides of packaged food products
- high school students who came to your door
- pieces of junk mail you threw in the trash without opening
- ads you saw in the back of the books you’re reading
- pitches you heard in elevators
- endorsements you heard from the podium
- tee-shirts you wore
- handmade posters on telephone poles
- ads on your Wii channel
- unsolicited text messages that enrage you
- brochures
- business cards
- flyers on your windshield
- full page ads in your free hotel newspaper
- glossy magazine ads
- word of mouth
As pastors, broadcasters, speakers, bloggers, or writers, our job is to make our messages memorable. Through writing thousands of 30- and 60-second radio ads, I’ve learned two techniques that will help us all—no matter how long or short our messages are.
Craft a question that requires a response
There are good questions and there are bad questions. You do not want to ask, “Do you or any of your loved ones suffer from [funky disease name of the week]?” It’s a closed question. It does evoke a response from everyone who hears the message—turn the message off.
Make the questions personal.
The question should be something that each person in your audience can answer individually for himself or herself. (Remember, you’re speaking as if you’re speaking to one person and one person only.)
Avoid “How many of you…?” This is not only a closed question, it segregates your audience.
Strive to evoke the senses.
“Do you remember when…?”
“What is something that…?” (avoid saying “What is one thing…?” or “What is the best thing…?” Many in your audience will freeze trying to narrow down the list. Asking “What is something…?” or “What are a few things…?” allows your audience to think of the first thing that pops into their minds.
Push toward situations.
What would you do if…?”
Make a statement and then ask, “How would you respond if someone said that to you…?”
Paint a mental picture or show a video clip then ask, “What would you do if you were in that restaurant?”
Questions are effective because they last in the minds of your audience. Trevor might wrestle with the situation and your question long after your ad is over. Shonda might go home and blog about her answer because your prodded her so effectively.
Remember: your product, service, organization, or application from God’s Word needs to be a part of the answer long haul. You are presenting the problem and pointing to a solution.
Create a Successful Analogy
Ideas for movies are as numerous in Hollywood as business lunches. One producer came across an idea he knew was a winner. The special effects would be expensive. He already had it cast in him imagination. He needed a top notch villain. He needed three strong protagonists. The actor he desired for the villain role would cost him. The three protagonists were all up-and-comers with no leading credits. Investors would be just as opposed to the Oscar-winner for the villain as they would be for the new comers. He knew he had to cast a vision for his movie that would resonate with the investors. Whatever he said needed to help the investors see the breadth, width, height, and depth of the idea. The pitch needed to jump off the page or transcend the restaurant. He came up with five words.
Die Hard on a bus.
What movie is this?
#2 in its genre for all time
#5 for the year in total gross ticket sales
In the top 200 for all time
Launched two successful careers—Sandra Bullock and Keanu Reeves
Speed
When you use an analogy, you borrow credibility from the known entity. You put your idea next to another idea. This technique takes your idea out of the mire of all ideas and associates it with an idea that has risen from the swamp.
Be careful when you split your analogy. I’d encourage you not to associate something good with something bad or vice versa.
“Bible study is like smoking cigarettes.”
This is a provocative and memorable statement. It might make your point, but at what cost? With all of the culture’s messages and medical evidence against tobacco consumption, your audience may miss the point, or more likely, forget the point, over time.