Things to consider when crafting ad messages

Things to consider when crafting ad messages

Ad concepting thoughts.

Buying is based on one of four things. Often times, a combination of some or all.

1. Desire

2. Goals

3. Fear

4. Frustration.

When you're brainstorming ad messages, try to concept a version for each of those four as the leading idea. It's fun to see them side by side and just compare the tone of the message and the delivery.

A caveat of sorts, people tend to be motivated to move away from pain, faster than they move towards pleasure.

For example consider these headlines:

Eat like this and minimize your risk of a heart attack. (fear)

Eat like this and you'll be healthier. (desire)

The "avoid fear" version of that headline will pull better than the desire or achieve goals as a stand along promise will.

A combination of the ideas will probably be the best approach. You can do that with a headline and a combination of the four points in body copy.

Don't have a heart attack and die. (fear)

Did you know that eating healthy can minimize the risk of a heart attack and you'll feel better too? (fear/desire) We all want to live a long and fulfilling life. (goal) With our hectic schedules, it can be hard to eat right every day. (frustration)

No worries. We have your answer. Be the best you can be and buy these Magic Chocolate covered Twinkies and eat them by the chocolately bushel. (desire)

Ha ha. Disregard that last part, but you get the point.

If you could have Twinkies that delivered that- I'd be in!