Creative ads work
Would you believe an internet marketing “expert”, I used to follow, once said in his newsletter to forget about creative ads?! He said creative ads are a waste of time because they veer you from the data. Well, like a dork, I believed him because his online success numbers sure looked better than mine at the time. Even though I had already created some pretty darn lucrative creative ads for clients by that time, I figured somebody with a “high six or seven figure income” knew what he was talking about. But guess what?
Creative ads beat data ads every time.
OK…boom! I said it. And I’m not taking it back. Sure, I know it’s self-serving for me to talk up creative ads. But I wouldn’t mention it at all if it wasn’t true. There’s a successful email marketer named Ben Settle, and he talks about using things like contrast, drama, and pain to create emails that sell. If you’ve never heard of Ben, and you’re an introverted sort of entrepreneur like I am, look up his website and sign up to get his emails. And you’ll get tons of great ideas.
Anyway, using contrast and drama and pain to sell are great examples of creativity at work. Take contrast for example. Ben recently shared an ad, from back in the 50’s and 60’s, that used this headline: “How a bald-headed barber saved my hair.” You’re immediately drawn in, even if you’re not bald, because it uses baldness to talk about saving hair. Now, that’s creative. Imagine expanding that idea into a video and burning it into the brains of your audience with your own branded music and tagline. Some of the most successful brands in history have used strategies like that.
Here’s an example of how a creative Facebook video ad stood out…
A client of mine (Scott) just emailed me about a video I helped him with. He shared this with me: “Hey Tony, I just now closed on a new client, and when I was on the phone with him he said…’I get a lot of people wanting to promote my business, but your video got my attention, so I responded‘. So thank you for doing such a great job on it, Tony. Debbie and I are extremely appreciative.”
Maybe what you’re doing online doesn’t need to be creative. If so, then keep doing what you’re doing. I certainly wouldn’t tell you to stop doing what’s working. But I’m confident you can benefit from creative ads that burn your brand into the brains of your audience. Get in touch with me when you’re ready to give it a go.
Your friendly digital marketing composer,