Creating compelling ads

In the previous section of Creating a campaign we were helping you Developing targeted keywords

Making your ads clear, concise, and persuasive will increase the likelihood that customers will adhere to your message. They should also be relevant to your target audience.

Examples of storytelling for an ad:

Example 1:

A woman is walking through a park on a cold winter day. She's wearing a jacket and she looks pained. She's in danger of being cold and she needs a solution. She finds a product that looks like a jacket, but it's actually a heated blanket. The woman is relieved and happy to have found the product. She's able to stay warm and she doesn't have to worry about being cold.

Example 2:

A man is driving in his car on a hot summer day. He's sweating and he looks frustrated. He's in danger of being hot and he needs a solution. He finds a product that looks like a car air conditioner, but it's actually a portable fan. The man is relieved and happy to have found the product. He's able to stay cool and he doesn't have to worry about being hot.

Example 3:

A woman is at her desk working on a project. She's concentrating and she looks focused. She's in danger of not being able to finish her project and she needs a solution. She finds a product that looks like a coffee mug, but it's actually a can of energy drink. The woman is relieved and happy to have found the product. She's able to stay awake and she doesn't have to worry about falling asleep.

Example 4:

A woman is out on a date with a man. She's having a good time, but she looks nervous. She's in danger of being rejected and she needs a solution. She finds a product that looks like a lipstick, but it's actually a lip balm. The woman is relieved and happy to have found the product. She's able to stay hydrated and she doesn't have to worry about her lips getting dry.

Example 5:

A woman is at a party with a group of friends. She's enjoying herself, but she looks like she's not having fun. She's in danger of being left out and she needs a solution. She finds a product that looks like a party favor, but it's actually a phone charger. The woman is relieved and happy to have found the product. She's able to stay charged and she doesn't have to worry about her phone dying.

Example 6:

A woman is at home with her family. She's spending time with her loved ones, but she looks like she's not enjoying herself. She's in danger of being bored and she needs a solution. She finds a product that looks like a book, but it's actually a tablet. The woman is relieved and happy to have found the product. She's able to stay entertained and she doesn't have to worry about being bored.

Example 7:

A woman is out shopping with her friends. She's having a good time, but she looks like she's not enjoying herself. She's in danger of being left out and she needs a solution. She finds a product that looks like a purse, but it's actually a wallet. The woman is relieved and happy to have found the product. She's able to stay organized and she doesn't have to worry about losing her things.

The following is a storytelling structure to help you imagine a customer using your product.

Their context

The Season

Is it winter, spring, summer or autumn?

The Location

Are they in an urban area, a rural area or in the wilderness?

The time of the day

Is it happening the morning, down, midday, afternoon, dusk, evening or night?

Their challenge

The job

What is their role?

What is their environment?

What is a good quality for this role?

What is a bad quality for this role?

What is the deliverable that they make?

What is the action that they do to produce the deliverable?

What is the right attribute for this deliverable?

What is the wrong attribute for this deliverable?

What could cause the deliverable to have the wrong attribute?

What could prevent the deliverable to have the right attribute?

What would be the consequences of this risk causing the wrong attribute?

What would be the consequences of this risk preventing the right attribute?

How to prevent the risk causing the wrong attribute?

How to prevent the risk preventing the right attribute?

How to recover from the risk causing the wrong attribute?

How to recover from the consequences of the risk causing the wrong attribute?

How to recover from the risk preventing the right attribute?

How to recover from the consequences of the risk preventing the right attribute?

The Stakes

Do they feel pained or relaxed?

Do they feel in danger or safe?

Do they feel reject or accepted?

Do they feel disrespected or esteemed?

Do they feel depressed or happy?

The Urgencies

Are they lacking something?

Are they having too much of something?

The Frustrations

Are they bored because nothing changes?

Are they helpless because things change too much?

The solution

The big life decision

Are they going to seize an opportunity and say LET'S GO?

Are they going to express a refusal and say STOP?

The product reveal

How are they going to see the product revealed to them?

Out of a jacket, a pocket, a box, a garage, a tree, sand, water, clay, cloud, darkness, haze?

The product input

How is the user going to interact with the product?

Squeezing? Touching? Typing? Pushing? Pulling? Sliding?

The resolution

The reaction time

How much time is it going to take?

An instant? A minute? an Hour? Days? Months? Years?

The product output

Once the product reacts, how are they going to perceive it?

With audio? An image? A scent? A flavor? A vibration?

The reaction

What are they going to feel?

Relief? Cheerfulness? Happiness? Eagerness? Serenity? Gratitude? Joy? Euphoria? Admiration?

The end

Restoration of balance

Did they complete their mission?

Did they revive their heritage?

Did they lock the demons away?

Acknowledgements

Did they recognize the efforts of others?

Did they find an agreement?

Did they reunite with their loved ones?

Did they self affirm their individuality?

Renaissances

Are they embracing new horizons?

Are they showing off?

In the next section in the cheat sheet called Creating a campaign we helping you Testing your ads

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