Thinking Creatively

Written by Harry Hoover


Three seconds. Thatís what you have to convey your message. Creativity isrepparttar strategic weapon that allows us to capture those few precious moments of attention from busy consumers in our increasingly competitive, time-crunched environment. Letís examine our audience for a moment. Who are todayís consumers? What are they thinking? What matters to them today, or tomorrow? What will motivate them? Compel them? Focus groups tell us that time is a precious, yet dwindling resource. Attention spans seem to be dwindling, as well. Consider:repparttar 100973 average TV spot inrepparttar 100974 past 30 years has fallen from 60 seconds to 30 seconds. Today we produce 15 and 10-second spots. Five-second and three-second spots are now being considered. And not just for economic reasons. Many forces condition people. They are surrounded by competing messages, special effects, quick cuts, pop-up videos. This environment requires extra effort on our part to get people to read beyond a headline. In writing and designing an outdoor billboard we have to communicate clearly and creatively in three seconds. Anything more and you lose their attention. The same now is true of print ads. In this neon, strobe-laced, fast-cut, quick-dissolve, sound-bite world, we bore easily. We should not totally surrender to these trends but instead look atrepparttar 100975 yearnings they reveal: a desire for simplicity, efficiency, truth, quality of presentation. Everyday in our business we deal with commodity products. Me too versusrepparttar 100976 very few unique. Andrepparttar 100977 unique products inrepparttar 100978 consumerís mind are few and far between. More products than ever are becoming commodities. So, when we design and write marketing communication material we must recognize a very fundamental fact: we are interrupting someoneís day. The fact that they chose to read, hear or view our message places a great responsibility on us to present this work as best we can. Allrepparttar 100979 elements must contribute to a single point. A single reason for being there. Add something and it is excess baggage. Take something away and itís thin soup. The balance is critical. Competition for that shorter attention span is increasing, too. Today, advertisers are competing forrepparttar 100980 consumerís time with an increasing number of non-media related activities. Segmentation to special interests is exploding. Not because suddenly people have lots of free time to pursue other interests. Itís becauserepparttar 100981 tools and delivery systems exist to create and produce publications Ė online and offline Ė faster than ever. There are magazines and websites on every conceivable subject and more coming. Digital TV advancements provide six-channels-to-one over current systems. Competition for your customer is increasing. The choices will continue to expand. And people will increasingly filter out that which doesnít meet their needs. Itís not just about meeting these challenges. Itís about anticipating them, too. As you institute changes that help you remain competitive today ask: where willrepparttar 100982 consumers be one year from now, three years from now. Anticipaterepparttar 100983 market onrepparttar 100984 best model you can find then add your imagination, excitement and personality. And, we canít underestimate todayís consumers and readers. They are smart and you must not fall prey to communicating torepparttar 100985 lowest common denominator. Our consumers demand creativity, and ultimately they are who we work for.

Use The Magic Of Words For Effective Advertising

Written by Lena Sanchez


Use The Magic Of Words For Effective Advertising! © Lena Sanchez http://www.envirodocs.com

Words are magic bullets to convey your desire, when used properly.

Whether you are selling something or just trying to get a point acrossrepparttar words that you use are going to compel or repel customers or clientsÖ

Since we entrepreneurs online or off, are trying to either sell products/services or get people to subscribe. The words we use will sell our product/service, therefore we need to learn to use words in a tried and true personal manner.

Gettingrepparttar 100972 customer to take actions that you desire require;

Using correct action words! You must be specific about what you want them to do.

The action words or expressions like "click here," "subscribe today," "visit this," "join now," "go there," "discover how" and "learn these" "order here" are commands in which you compel people to take action. Taking them "byrepparttar 100973 hand," with words.

There are also phrases of take-away words that compel immediate action;

Statements such as, "To be candid with you, I don't know how long I'm going to keeprepparttar 100974 doors open to this (product(s), service, new members, whatever) becauseÖ" add your reasons for closingrepparttar 100975 door, such as, "only so many people can be effectively handled by one person," or "only so much product is available and so onÖ."

Or "We can only guarantee that people who sign up through [specific date] will qualify for membership, becauseÖ" Support this statement with "free bonuses worth over $!" Then seal it with a catchy phrase such as, "You snooze, you lose.' "The early bird getsrepparttar 100976 worm." Then be sure to add an action phrase, "So, don't wait. Join NOW!" Or something of that sort! Remember Words are magic bullets to get people to act, but you must tell them what to do!

Then there are those curiosity words that pull large numbers of sales/people;

Curiosity is nothing more than something that's "secret," "rare," "private," "unavailable," "exclusive," "limited," "scarce," "uncommon," "prohibited," "hidden," etc

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