A while ago we started working with a new client. They sell elegant leather notebooks with different paper refills.
I will tell you how the creative process works when I start working with a new brand.
Not so long ago, if you wanted to sell a notebook, you would put a nice picture of it. You will state the colors available, the measures, or the number of pages. A big colorful stamp with an enormous price on it and a call to action would be something like this: “Buy it now for only XUS$.”
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Nowadays, people are overexposed to ads. Our job as creatives is to find a way for our brand’s ad to stand out from all the rest. But how do we do that?
We leave the rational side aside and connect with our target audience’s experiences and emotions.
What is that about?
Coke doesn’t sell a black beverage with bubbles in its ads. They sell happiness. And that’s what it’s about. For our new client, selling notebooks wouldn’t be enough, so what can we sell?
We sell memories. That ticket that you glued in your notebook from the concert you went to with a friend ended with the two of you dancing with strangers until sunrise.
We sell therapy. The nights you spent filling pages in tears after a heartbreak and preferred writing all your thoughts down rather than in an SMS to your ex.
We sell entertainment. All those meetings you had to attend and spent daydreaming and drawing random things.
We sell peace. You remembered all those birthdays and anniversaries because you wrote them down and avoided a misstep.
We sell value. That autograph you asked your idol for, you couldn’t have done that if you were only carrying your laptop.
We sell feelings. That letter you wrote someone you loved so much even though life made you take different paths. We all know it wouldn’t have been the same to write it on a computer.
These are all emotional things you can relate to with paper. It gives your product a much bigger dimension than a simple notebook.
So, the goal is to take a piece of paper. Start thinking about all the insights you can, and always take the last ones you think about.
They will always be more specific and intelligent. The first ones you thought about will usually surprise no one. They are not as relatable to them because they are the one’s everyone use.
For example, think about technology, so many years of innovation, product launches, better cameras, the fastest computers, etc.
The paper has something none of these products have. It never runs out of battery. Who never wrote an essential thing on its cellphone and ran out of battery when they needed it the most and didn’t have access to the info?
That’s something everyone can relate to. Creating an ad for a notebook saying it never runs out of battery is surprising.
It makes your ad stand out from the others. People may even tag a friend and tell him that your product solves his battery problems.
And if you have a good message, you don’t even need a complex execution. You can just put the last laptop released on the market, and the time its battery lasts, for example, “14 hours of battery” and the price: $1400. And next to it, your brand’s notebook, “Unlimited battery,” 60 dollars. And you got it.
Remember something: A picture is worth a thousand words.
Imagine an ad with an autograph drawn in Paint on a computer and the “real” one on paper next to it. You have to close with a copy saying, “It’s not the same.”
Or a printed letter and a handwritten one next to it. And again: “It’s not the same.”
You don’t even have to explain anything else. You immediately connect your target audience to a feeling. All of us prefer handwritten letters. All of us prefer autographs on paper because we find writing more personal.
You’re convincing their subconscious that paper is an incredible thing they need in their lives with only 4 words.
With good insights, your target audience will feel identified with moments and your brand. There’s nothing more powerful than that.
And how do I know my insight is good? Try to show it to people, and their reaction should be: “Oh, that also happens to me.” If they tell you that, you got it.
It would help if you considered the brand you’re working with before creating your ad. Think about the brand you’re working with as a person. Is it a young man on a skate, a businesswoman in a suit, or a grandpa? How do they talk? All this will help you put a voice on your brand. See if you should use humor or be more elegant. Speak in a formal or a casual tone, what kind of design you need, and many more things.
And always keep in mind your target audience and who you’re talking to. That person you created would never speak to a kid the way they would to an adult or a businessman the way they would a hipster. Keep this in mind when you choose where to publish your ads too. Does your target audience consume this platform a lot? Or is there a better way to get to them?
Finally, never forget your call to action. Tell people what you want them to do. It can be a button on your ad. For example: Buy, Subscribe, Follow, Register.
And that’s it. You’ve got your ad!
When you started reading this, I’m sure you didn’t need a notebook. But I can assure you you’ll buy one in the next few days. When you do, remember the importance of good creative communication and book a call with Dimniko’s team! 😉
~Anais, Content Manager at DimNiko Agency