Six Pillars of Positive Advertising.

Designers are creative people and they will keep on taking Risks, but Business leaders should take calculated risks.

Selecting a creative for an advertising campaign needs lots of Critical thinking, as it is believed that your creative time must have shortlisted only awesome ones for your decision. Online campaigns, you can use A/B testing and can let people decide what's working in the market. The liberty of A/B testing is not available in Print or Digital Media campaigns, and your final decision is must and it involves big risk. Advertisements are nothing but the expression of your emotions to your customers and hence even before testing some checks are required to be performed by Business Leaders.

"PERMA Satya" of Positive Advertising.

These are the Six parameters to be checked before finalising any Advertisement. Lets first know what are these six Pillars of Advertising.

1. P: Positive Emotions
2. E: Engagement
3. R: Relationship
4. M: Meaningful
5. A: Accomplishment/Achievement
6. Satya: Truth

Before going ahead, we should understand the importance of Advertisements, they are not just awesome display images or Video with a message to your customer. it's much more than that, your non-verbal expressions speak louder than your words in real life and in good Advertising it's 90:10. So 90% of your expressions are in your non-verbal creativity, and if something you cant express with creativity, you should choose words, but very carefully.

Lets once again return to our main Topic "PERMA Satya", it may seem some Spiritual kind of terms but its the core of Good Advertising campaign. Let's examine our Six pillars closely and very carefully. And start with Satya.

SATYA – The Truth

Advertising is also called Dream Merchandising, it should be inspiring, achievable and should revolve around the axis of Truth. Purpose of advertising is not just spreading message but it's a Brand Building exercise, and Brand building means building Trust. You have to build a Story and awesome imagination, but it should pass the Trust vote. When People see your Ads, they should accept it as a Trustworthy statement. In today's world of Information Technology, Snake Oil pitching is a waste of time and efforts, everyone is connected to the world, and know more then what we estimate. So don't take chance, revolve around truth and get the supreme power of Satya, as its well said "satyameva jayate"  "Truth alone triumphs."

P – Positive Emotion

A positive view can help in relationships and work and inspire others to be more creative and take more chances. In everyone’s life, there are highs and lows; focusing on “the lows” does increase your chances of developing depression, although the equation for depression is very complicated. Pleasure is connected to satisfying bodily needs for survival, such as thirst, hunger, and sleep. Whereas enjoyment comes from intellectual stimulation and creativity. Positive emotions are helpful in triggering Creative Actions, while Negative Emotions Trigger Fight or Flight governing actions.

Positive emotion is crucial. It can help people enjoys the daily tasks in their lives and persevere with challenges they will face by remaining optimistic about eventual outcomes. Our Advertisements should be a positive contributor to someone's optimism for the long term sustainability of the Campaign and your Positive Brand Image.

 E – Engagement

Activities that meet our need for engagement flood the body with positive neurotransmitters and hormones that elevate one’s sense of well-being. This engagement helps us remain present, as well as synthesize the activities where we find calm, focus, and joy.

When you see an advertisement, and time “flies by”, it is likely because of your involvement and experience you are getting from the Ad in your deep Mind are creating a sense of engagement.

We all need something in our lives that absorbs us into the current moment, creating a ‘flow’ of blissful immersion into the task or activity. This type of ‘flow’ of engagement stretches our intelligence, skills, and emotional capabilities. Your Advertisement in any platform should create a Flow, and see Results will start flowing towards you.

R – Relationships

Relationships and social connections are important to any communication, and if it's advertising then it becomes crucial.

Too often, the pursuit of happiness has this Western bias of “individuality” where each person steers their personal happiness ship to shore. This is not realistic. We are social animals who are hard-wired to bond and depend on other humans. Hence, the basic need for healthy relationships. Your Values and belief towards Relationships will translate in building your relationships with your high-value market.

We thrive on connections that promote love, intimacy, and a strong emotional and physical interaction with other humans. Positive relationships with one’s parents, siblings, peers, coworkers, and friends is a key ingredient to overall joy. Strong relationships also provide support in difficult times that require resilience. Advertisements should not be only focused towards selling your Idea but start building a Relationship and when a feeling of belongingness will start building, sales will follow automatically.

M – Meaning

“why are we on this earth?” is a key ingredient that can drive us towards fulfilment. Everyone has its own meaning, working for a good company, raising children, volunteering for a greater cause, and expressing ourselves creatively are few common ones 

Understanding the impact of your Ad Creative, People should see the fulfilment of his own meaning of life. And it's not Rocket science, we may define our meaning of life in different ways, but ultimately we all humans share a common a goal and its Wellness. Love, Friendship, Happiness, and any such other goals are mediums. Find the element of wellness in your Creatives, and its the common meaning of every life.

A – Accomplishments

Having goals and ambition in life can help us to achieve things that can give us a sense of accomplishment. You should make realistic goals that can be met and just putting in the effort to achieving those goals can already give you a sense of satisfaction when you finally achieve those goals a sense of pride and fulfilment will be reached. Having accomplishments in life is important to push ourselves to thrive and flourish. Don't just sell Product and Services through your Ads, offer Accomplishments and your campaign will get you yours.

Make it or Break it

If you were to write a love letter tomorrow to someone you care deeply about, there is a good chance you would commit a considerable amount of thought to its creation. Obviously, the level of care and personal touch you put into the letter will vary from person to person, but it is safe to say a "PERMA Satya Check" before sending your Love letter can ensure its success.

This article is an abstract from my new book "The Sixth element" for Wellness in Business and Life.

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