Today more than ever, we need to maximize the impact of our advertising dollar. So keep your message focused on solving one or more of the three universal human desires:
1. To be wealthy and powerful
2. To be attractive and desirable
3. To be youthful and healthy
Which two basic desires does this Brylcreem ad hope to provide?
Always be thinking of the basic human desires, needs and problems of your prospects or your buyer personas, and how your company can solve them.
Once you have an emotionally charged ad, think of ways you can make it super easy and convenient to do business with you. Think of Zappos Shoes, and their no hassle returns, with free shipping both ways. Remove as many barriers to the decision process as possible.
And finally, never underestimate the impact of frequency and repetition of your value proposition to drive brand recall and preference.
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