How to Create Compeling Advertising

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Watch this ad:


and then watch this ad:


The former commercial focuses on the features. If you look at the signage in the commercial, it says things like 8MP Camera, Wifi Hotspot, Smartphone, HDMI, etc etc. It basically tells me what this phone is about but as far as appealing to me or striking a cord, it falls flat.

The latter commercial tells a story. The product (insurance) isn’t even shown in the commercial, only mentioned in passing at the end.

You can appeal to logic by listing all the things your product does and try to outdo the competition by doing more and more, or you can appeal to base emotions like anger, joy, happiness, love, hope, or in this case loss. I think the latter works better and is timeless. Imagine watching the Android commercial 5 years from now. Will you be impressed by 4G, HDMI, 8MP cameras? At the rate technology moves, probably no. The Thai insurance commercial is actually a very old commercial, but it has as much resonance today as it did when it first came out.

The iPhone Facetime commercial reminds me very much of this style of advertising:

Apple never tells you all the features the phone as. They just show you how it can change the way you share experiences with your loved ones.

Popularity: 6% [?]

Samsung Gets Social Media

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I just recently stumbled on this video on youtube. This video probably would never have been made 5 years ago. It’s got a very low budget homemade feel. It’s candid in its admission that Samsung hired them to showcase how awesome SSDs (solid state drive) are. But looking at the number of views (1.5M+) on youtube along, I’d say it’s a pretty successful campaign so far.

Being a geek, it was totally impressed by this video. It appealed to me. I could relate to it even though I would never hook up 24 SSDs in a RAID configuration.

I think we’ll start seeing more and more of these types of tactics done by big brands as they get more comfortable with the idea of putting themselves out there outside of traditional advertising.

Popularity: 1% [?]

Why Google Ads Fail Me

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I recently logged into LinkedIn and noticed Google Ads on my profile page. The fact that Google is trying to make money off ads is not interesting to me. I think it’s a great business model that works for them, but I couldn’t help think that they could earn much more if they actually tried harder. Here’s what I saw:

3 text link ads.

  • The first one was for Flash UI design services. Apparently Google thought that since I’m a Flash guy with UI skills, that I might be in need of Flash UI design services. Seriously? FAIL.
  • The second ad was for a Master Yu’s martial arts classes. While I commend Google for at least getting the martial arts style of interest to me right, I TEACH martial arts classes myself. What use are his classes to me? FAIL again.
  • The 3rd ad was for Illinois Shotokan Karate. See, any human with an ounce of intelligence, after looking at my LinkedIn resume would gather that I only do Chinese martial arts. Well at least they got the region right, but this ad does not interest me at all. It’s like showing a Formula 1 guy info on Nascar. Gee, it says you like cars so you must like all cars. FAIL.

Basically those ads were a waste of my time. I was so offended at how off their algorithms were that I’m now inclined to install ad blockers altogether. This serves to show you that showing ads based on contextual data doesn’t necessarily work. Google’s better off mining my interests on Facebook and my blog and showing me ads that pertain to me wherever I go (based on IP or whatever). Even showing ads for movies would have been better.

Looking at my LinkedIn profile, I see it now tells me stuff like what my status message is, what my twitter is, what slides I’ve favorited on Slideshare. Why not get at that data? This is all stuff I like and am interested in. By being smarter about it, you might actually get a click out of me instead of this post.

Popularity: 1% [?]

Touché, PC – Well Played.

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Recently saw this commercial on TV and it totally kicked any Mac vs PC ad by Apple. This was a real demo of how easy it is to use a PC, not some skit talking about how a mac is better. The message: So easy even a 4 yr old can do it. She’s cute and Asian to boot. Go PC!

Popularity: 1% [?]

How To Make Ideas Stick

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For those of you who have not yet read the great book “Made To Stick: Why Some Ideas Survive and Others Die”, here’s a 10 second recap of the book. It’s a great book and I highly recommend studying it. However if you are just lazy and/or don’t have time – this quick presentation will give you a gist although it does not do it justice to say I’ve summed up the entire book in 10 simple slides.

Here’s the Amazon link: http://www.amazon.com/Made-Stick-Ideas-Survive-Others/dp/1400064287?&camp=212361&linkCode=wey&tag=httpfiresnake-20&creative=380737

Popularity: 3% [?]

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