Wesley Day Advertising

ON ADVERTISING
June 2007 issue

MAKE YOUR ADVERTISING TELL A STORY.
In a world of abundant commoditized choices, the traditional linear method of brand differentiation - features and benefits - is becoming less effective.
  Let's say your widget has an ergonomic handle, titanium case, is Wi-Fi ready, and comes with a lifetime warranty. That's all well and good and makes for a nice bulleted list of features. It doesn't tell me, however, how your widget will change my life.
  Storytelling offers many more means of persuasion:
1. Context:
Tell how your product is used and benefits others. Then deliver the whole story with emotional impact.
2. Common ground:
Reveal bits and pieces of shared emotional experiences. Make me feel that your brand is a fit with me.
3. Brand intersections:
Show me that there are more places than I imagined where your brand touches my life.
4. Increased relevance:
Demonstrate why your brand is important to my life.
5. Future chapters:
Present new episodes and share follow-up spinoffs. Think Rocky VI (Rocky Balboa).
  One final suggestion: don't treat storytelling as a contained project with a beginning, middle, and end. That's the linear age whispering in your ear. Rather, start looking for the stories and prepare the way before you need the consumer's attention. That's the conceptual age talking. Return to top

COPYWRITING SECRET #2 OF 8:
WRITE A "HOOK."
What's a "hook?" In a blockbuster movie, it's the car chase that screeches across the screen before the opening credits. In a pop song, it's the little riff or refrain you just can't get out of your head. In advertising, it's the visual and headline that draw you into the ad.
To create an effective hook, follow the four U's:
Unique.
What makes your product special? If your hook could work for your competitor's ad, it's not unique.
Useful.
What's the benefit?
Urgent.
Why should I read this now?
Ultraspecific.
What is the proof? Give just enough details to be convincing, but no more.
Return to top

WHO'S YOUR CAO?
Dealing with crisis and defending the brand.
Hopefully she/he will never have to assume the duties. But every company should have a Chief Apology Officer designated for that time when crisis strikes your brand.
  When it does, the CAO needs to step up quickly, proactively, and decisively to:
  Develop a strategy that addresses the crisis in a way that's consistent with what the brand represents.
  Identify roles to resolve the natural conflict between the legal team and the PR team and to present a unified message.
  Get the CEO's buy in to instill confidence in the company for your employees, media, and customers.
  Identify weak links where potential company weaknesses may evolve into a bigger crisis.
  Get employee buy in, especially the frontline employee who will deal with customers on a daily basis.
  Address the customers' concerns to instill confidence that you care more about them than your legal exposure.
  Making the customer experience a priority starts at the top for those companies that hope to preserve their brand in a crisis - and not only survive, but thrive. Return to top

BRANDING MYTH #2 OF 7:
NO ONE CAN TOUCH US.
This pitfall rears its ugly head whenever a company reaches any level of complacency. Xerox and IBM are two examples in which each reached an enviable level of brand equity only to lose their lead.
  Only recently did IBM begin using design and branding to reclaim its leadership by positioning e-commerce with IBM. Why now? Because IBM found its mindshare among Web users was low.
  Thomas Watson, Jr., the son of IBM's founder, stated more than 35 years ago, "In the IBM company, we do not think that good design can make a product good...but we are convinced that good design can materially help make a good product reach its full potential." Isn't it time we all listened?
  Watch for more myths in upcoming issues. Read previous tips at wesleyday.com. Return to top

SHOULD YOU FLASH YOUR WEB SITE?
Maybe. But 100 percent Flash Web sites are seldom appropriate for business. Here are some considerations:
Speed:
Even with the prevalence of broadband, most viewers won't wait for large Flash files to load - or your Flash intro to play.
Search Engines:
Since they cannot see the text and hyperlinks in Flash, your Flash content won't get indexed. Likewise, Flash links don't contribute to your Web site rating.
Back Button:
Browser back buttons don't work for backward navigation in Flash.
Bookmark:
You cannot bookmark individual pages within a Flash Web site.
Cost:
Usually development and updating costs will be higher.
Visibility:
PDAs can have serious problems displaying Flash.
When should you Flash?
Flash can be a great add-on for streaming video and audio and for sites that are about presentation and not information - such as interactive content and photo galleries. It can also add a little spice to your Web site.
As a rule of thumb, it's OK to add Flash to your Web page; but don't add your Web page to Flash. Since most business Web sites are about delivering information, make the information first and the design second. Great content doesn't need to wiggle, giggle, flicker, snicker, and beep. Return to top

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