There will be days that you make a multi-million Dollar Ad campaign that is praised for years to come. There will be days you can’t sell a product that almost sells itself.
The key is learning to adapt to what kind of a day you are having, and being able to make either type of day a productive one.
Today is not one of those productive days for me. I spent all day in bed. And being sick is a horrible excuse. The world never sleeps.
Good Ads have Good Stories.
Presently I am in the middle of “Story” by Robert McKee. To be blunt, the book is brilliant. However it is thicker than almost 95% of the Amazon in most places, and thus takes quite some time to wade through. But it’s well worth the time.
The key to keeping anyone’s attention is story. Period. If I want to know more, I will pay attention. If I want to understand why Person A is standing on or around Person B’s head, I will wait and find out. That’s the skinny.
Stories are what make everything we do–well, everything we do. Right now, if you have gotten this far, you are curious about the story, and thus you are continuing in your trek to understand what I am talking about. Good ads have this sense of drive, of flow, of story if you will. Something that the Audience is looking for, whether it’s information about the product or more information about what is happening in the ad.
The brilliance behind the Geico Ad’s is the hiatus in the stories of them. They are brilliantly concocted to drive themselves nowhere. From start to finish, the story is completely ridiculous, and thus all of the attention if changed from the content of the story to the fact behind to story–Gieco 15 Minutes could save you 15 percent or more. That’s it. And you remember it because it doesn’t follow the mold of story.
Interesting way to play with story–not to have one.
*Sigh* Oh to complexities in this God-Created World–What a tangled web we need to survive.
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