If you just typed this question into Google, you’re probably asking one of two things:
- What type of business needs advertising?
- What types of customers is a business trying to reach with its ads?
At its best, advertising is story telling that sells a product or service. The story could be told through any number of channels, including online, tv, radio, outdoor, print, etc.
I use the term ‘story’ loosely. It doesn’t have to be a novel. The story could be told in one or two pictures. American Apparel is able to communicate quite a bit using only pictures.
The hero of the story should be the product or service that’s being sold. Notice how the polka dotted pants make the woman appear irresistibly sexy. Nice work, hero.
One of the questions that B2B customers are typing into Google on mobile is, “how much do [YOUR BRAND] products cost?”
What kind of results are they getting back? Chances are, the answer to their question is buried in a PDF document or some desktop formatted page–not easily accessible on mobile.
Imagine what that B2B viewer is doing when ask search for how much your products cost. They are probably at an airport, in a meeting in between meetings. And they want an answer quickly. My preference is to tell them right in Google AdWords. This is a real-life AdWords campaign for Review Report Card.
If your pricing isn’t as simple as Review Report Card, you can write the ad to explain generally how your pricing works. Is it priced per user? Consumption volume? For example, if you’re a Software company, your ad might read, “Price starts at $50 / user / month. Call for more details.”
Notice the Call button right on the ad. This is the Click to Call Ad Extension in Google AdWords. It’s an absolute necessity for B2B marketers, especially if your products are best explained by a salesperson.
Some people say, “You’ve got to be totally out of the box to do something that’s successful.” Others believe in doing something that people already know.
Both sides have a point.
For a creative work to be commercially successful, it should be unique. That uniqueness is represented by the Esoteric circle above; see how it’s in left field.
I’m having a blast with our new campaign, Doctor Good’s Bad Review. The campaign is generating awareness among medical professionals that their online ratings could be attacked at any time. The solution is to stop attacks early with Review Report Card.
Creative / Art Direction: David Engel
Illustration: Mark Leggett
Copy: David Engel, Logan Lidster
Narration: David Engel
Video Production: Logan Lidster
Audio Production: Jerome Peck
Client / Agency: Expert Reputation
24 second pre-roll commercial:
Every so often, I like to take a late night walk on Moonlight Beach and get lost in thought.
Tonight, I asked, “What is mastery?”
I came up with an intellectual definition (as opposed to a spiritual, physical or emotional one). Mastery is being able to see the details within the big picture–not just the details or the big picture but both.
Van Gogh’s October 1888 painting, The Bedroom, has little pictures inside of the big picture. Here is one of them:
FYI – here’s a tip for Internet Explorer users. If you’re seeing the web in Black and White (or Grayscale), it’s probably not a bug. You’re not actually missing color in Internet Explorer. The chances are, it’s a simple Accessibility setting that needs to be unchecked: “Ignore colors specified on webpages.”
You can fix the Internet Explorer Black White Bug by following these steps.
Step 1: Press Alt and then select Tools > Internet Options.
I was crunching on some flax seed grains this morning and realized that I haven’t added anything substantial to the Engel Journal for nearly 2 years.
It’s time to change that.
Today, I’m working on my second portfolio that highlights my creative work from ages 24-26.
The work is getting more refined. I’m proud to say that there are 17 inventions / advertising / communications projects that are substantial enough to highlight.
I’m thinking about titling it “My Second Go,” since it will be my second complete volume of work.
A powerful technique for open ended, creative problem solving involves representing your goal as an object. Surround it with questions. Attach actions to the questions. You can also put a “delta” symbol in front of the questions, to stimulate change actions.