Cursing is “plain English” and – exactly as we use it verbally – you can use creatively to add “color.” I would not suggest dropping an F-bomb.
This ad, the final “punch-line" in a series, was sent ten’s of thousands of times in hardcopy direct mail, magazine, email and online. It did damn well.
This is a shockingly insensitive ad for a real medical condition. It reaks of marketing desperation.
I bet the ad agency’s first headline was “Man Up Will Ya.” And then they all had a good giggle.
Print resolution (300 dpi) will not allow you to render your screen captures (72 dpi) at a physical size large and crisp enough to be meaningful or enticing. Besides, what demonstration value is a static image of your dynamic product?
I went for passion over product here.
This one statement ( forgiving the early 1960's context ) drives great comunications no matter WHAT the media. Respect others' intelligence.
From my photo-a-day series.
Don't bother trying to show features of your webportal in print. Always too small. However, you can indicate "a user's experience."
I took the assumptive sale approach here :)
I don’t even want to describe to you the quality of ads in the “smelting industry.” It was very easy to visually differentiate these 1/4 page B&W ads.
If memory serves me, this was my first professional “series.”I took the photos too.
B2B buyers may not be impulse shoppers, but they ARE shoppers – so the same tactics of “creative engagement” apply (more so in a very conservative niche). Once you have their interest, then you can follow through with the essential “tell me more” content. You know, the dull part.
This “over the top passion” concept generated a lot of leads and reinforced what clients would often tell us “I love you guys!” Due to tighter SEC regulations, clients became very hesitant to offer us documented testimonials, so I made these obviously faux ones.
I am all for creativity, but "art for art's sake" can bury the message... and the resulting revenue.
Can you tell this inside front cover two-page spread ($$$) is an ad for a app that organizes expenses for business travelers? YIKE - such a huge CONCRETE pain in the ass pain point wasted! Much like form follows function in architecture, creativity follows communications in marketing.
Pummel? Back office? (click image to enlarge)
No one reads brochures anymore. Sadly, it's too much information at once. Take each brochure "section" and MAIL it - one page at a time - in a creative manner. Make sure the visuals build on one another so the recipients easily connect your dots.
The front side of these cards are here. You'll see how they match up and how the story expands from one card to another.
