How to break the first rule of advertising
On July 19, the folks at Faktory, an ad agency in Utah, published a thought-piece on Medium.com. I liked it so much, I posted a link to my LinkedIn page. I still like it. A lot. The premise is elegant and simple: If you want people to not only remember your communication, but to break what the writer described as the first rule of advertising ("No one looks for your ad"), you must connect with your audience in three ways:
- With a truth
- With an emotion
- With a story
A truth is what I'd call an "insight": something unique or previously unknown about your consumer, the marketplace, the product category, sometimes a combination of two or more.
An emotion is the deliberate evocation of an authentic feeling. This is what the best of advertising does so well. And so rarely.
And story. This is a narrative, they wrote, that rewards you at the end. They claimed it did not need to be linear. But they added a fourth point that I think was redundant:
Don’t mess [your audience] up by trying to say or do too much.
This is correct. But the good folks at Faktory veer off course just a bit. I think they should stick to three ideas, but enhance one of them. Specifically, point #3: a story with a message.
The definition of "story" after all, is: a narrative that arrives at a point, a resolution, a message. A story without a message isn't a story at all.
The ads they liked so much—Old Spice #SmellLegendary—are in fact linear stories. Each has a beginning, a middle and an end. They may be absurd, but they are linear, and they have a point. I know this is what Faktory's writer meant.
I have a name for this reward: The single-minded proposition.
Your ad (story) will not resonate if you have too many things to say. But one clear message, driven home within a compelling narrative, makes a memorable, and therefore effective, communication.
That's why I would argue that the "rule of three" applies: A truth, an emotion, and a story (with a clear message). Do these three things, and you can negate Faktory's astute "first rule of advertising": No one goes out of their way to look at advertising.
Because some well-told stories have accomplished the seeming impossible: they've gone viral. People not only look for them, they even ask for them by name.
All I've done here is nit-pick. I've added succinctness to an otherwise strong argument. A story without a point is no story at all. It's an example of your drunken Uncle Fred at the family dinner rambling on about...well, whatever. He has no point. But he loves the sound of his voice.
Here's an example in :30. It's a TV spot for Lexus, called, I'm sad to say, "Turning the Page." There is no truth. No emotion. No single-minded story. It's a spoken cliche reinforced with a visual cliche. What we used to derisively call "See–Say" advertising: see it, and because the advertiser believes the audience is stupid, say it, too.
Where do you find the elusive truth? The authentic emotion? The single-minded story?
If you've read my essays before, you know the answer: the creative brief.
This is where creatives find the inspiration for Big Ideas like #SmellLegendary and the other examples Faktory's article highlighted. If you haven't read the article, read it now. Re-read it. Talk about it. Make certain your creative briefs address each point.
Well done Faktory.