"Can you please just make the logo bigger?"
"Groan"
And so goes any interaction between client and agency regarding the creation of marketing materials.
So what's going on?
Well most of the time, both of them really want the ad to work (unfortunately there are more than a few creative agencies that care more about awards than sales, but that's a different point).
Anyway, how can two people who want the same thing be at such odds? Well, the complexity is the human brain. You can't just input what you want out. That is, if you really want your customers to remember 20 things, regurgitating 20 things at them won't get them to remember them. Quite the opposite in fact.
The model we need comes from Dave Trott, and goes:
Impact
First you must get noticed or else nothing else matters.
Communication
Is what you say clearly and objectively communicated?
Persuasion
Is the message persuasive enough to achieve your initial desired change in behaviour, emotion or belief?
That's the order it goes in, and without all three being present your ad won't work as hard as it should.
Its so simple but just not so easy to apply.
While there is certainly some wisdom in crowds (see James Surowiecki) getting more and more people to add to your ads leads us down an all too familiar path of compromise - that leads to middle of the road communication. Road kill should remind us that the middle of the road is a dangerous place to be.
To demonstrate this concept (and I love this old classic) we take the greatest (certainly one of the most famous) print ad of all time (DDBs VW lemon) which applies common thinking around marketing and communications to improve it.
Our challenge is to take the sorcery out of marketing; and add in the sauce. Unfortunately, the answer to a more effective ad is rarely 'make the logo bigger'.
Enjoy the full original copy in all its glory...
Think small.
18 New York University students have gotten into a sun-roof VW, a tight fit. The Volkswagen is sensibly sized for a family. Mother, father, and three growing kids suit it nicely.
In economy runs, the VW averages close to 50 miles per gallon. You won't do near that: after all, professional drivers have canny trade secrets. Want to know some? Write VW, Box = 65, Englewood, N. J.I. Use regular gas and forget about oil between changes.
The VW is 4 feet shorter than a conventional car yet has as much leg room up front! While other cars are doomed to roam the crowded streets, you park in tiny places.
VW spare parts are inexpensive. A new front fender at an authorized VW dealers is $21.75* A cylinder hood, $19.95*. The nice thing is, they're seldom needed.
A new Volkswagen sedan is $1,565*. Other than a radio and side view mirror, that includes everything you'll really need.
In 1959 about 120,000 Americans thought small and bought VWs. Think about it.
