Your	
  ads	
  are	
  shite!	
  

@priteshpatel9	
  
Before	
  we	
  begin	
  

@priteshpatel9	
  
I’m	
  no	
  ad	
  man	
  ok?	
  

@priteshpatel9	
  
I’m	
  no	
  ad	
  man	
  ok?	
  
	
  
What	
  I	
  do	
  know	
  is	
  when	
  I	
  see	
  a	
  good	
  ad	
  

@priteshp...
If	
  you	
  want	
  to	
  be	
  a	
  clever	
  marketer	
  

@priteshpatel9	
  
Go	
  buy	
  yourself	
  this	
  book	
  

@priteshpatel9	
  
Predatory	
  Thinking:	
  A	
  Masterclass	
  in	
  Out-­‐Thinking	
  the	
  CompeFFon	
  

@priteshpatel9	
  
And	
  read	
  it	
  3	
  6mes	
  in	
  a	
  row	
  

@priteshpatel9	
  
Ok	
  let’s	
  begin….	
  

@priteshpatel9	
  
3	
  elements	
  of	
  what	
  makes	
  ads	
  work	
  

@priteshpatel9	
  
1.	
  
Impact	
  

@priteshpatel9	
  
2.	
  
CommunicaFon	
  

@priteshpatel9	
  
3.	
  
Persuasion	
  

@priteshpatel9	
  
Believe	
  it	
  or	
  not…when	
  you	
  put	
  the	
  3	
  elements	
  together	
  it	
  looks	
  like	
  this	
  

@pri...
Impact	
  
CommunicaFon	
  

Persuasion	
  

@priteshpatel9	
  
Each	
  element	
  within	
  the	
  funnel	
  is	
  very	
  important	
  

@priteshpatel9	
  
1.	
  Impact	
  

@priteshpatel9	
  
1.	
  Impact	
  
You’ve	
  goOa	
  get	
  noFced.	
  	
  
	
  

@priteshpatel9	
  
1.	
  Impact	
  
You’ve	
  goOa	
  get	
  noFced.	
  	
  
	
  
There’s	
  far	
  too	
  much	
  noise	
  and	
  crappy	
  ...
1.	
  Impact	
  
You’ve	
  goOa	
  get	
  noFced.	
  	
  
	
  
There’s	
  far	
  too	
  much	
  noise	
  and	
  crappy	
  ...
2.	
  Communica6on	
  

@priteshpatel9	
  
2.	
  Communica6on	
  
WTF	
  is	
  it	
  you’re	
  trying	
  to	
  tell	
  me?	
  	
  

@priteshpatel9	
  
2.	
  Communica6on	
  
WTF	
  is	
  it	
  you’re	
  trying	
  to	
  tell	
  me?	
  	
  
	
  
Simplify	
  the	
  message	
 ...
2.	
  Communica6on	
  
WTF	
  is	
  it	
  you’re	
  trying	
  to	
  tell	
  me?	
  	
  
	
  
Simplify	
  the	
  message	
 ...
3.	
  Persuasion	
  

@priteshpatel9	
  
3.	
  Persuasion	
  
What’s	
  in	
  it	
  for	
  me?	
  Seriously.	
  	
  
	
  

@priteshpatel9	
  
3.	
  Persuasion	
  
What’s	
  in	
  it	
  for	
  me?	
  Seriously.	
  	
  
	
  
How	
  is	
  what	
  you’re	
  telling	
 ...
Impact	
  
CommunicaFon	
  

Persuasion	
  

@priteshpatel9	
  
Impact	
  
90%	
  fail	
  at	
  this	
  stage	
  

CommunicaFon	
  

Persuasion	
  

@priteshpatel9	
  
Impact	
  
90%	
  fail	
  at	
  this	
  stage	
  

CommunicaFon	
  

Most	
  marketers	
  
measure	
  success	
  on	
  
th...
Impact	
  
90%	
  fail	
  at	
  this	
  stage	
  

CommunicaFon	
  
And	
  don’t	
  simplify	
  
this	
  bit	
  

Most	
  ...
Impact	
  
90%	
  fail	
  at	
  this	
  stage	
  

CommunicaFon	
  
And	
  don’t	
  simplify	
  
this	
  bit	
  

Most	
  ...
Impact	
  
90%	
  fail	
  at	
  this	
  stage	
  

CommunicaFon	
  
And	
  don’t	
  simplify	
  
this	
  bit	
  

And	
  d...
Impact	
  
CommunicaFon	
  

Persuasion	
  

@priteshpatel9	
  
Impact	
  
CommunicaFon	
  

Persuasion	
  

If	
  you	
  don’t	
  get	
  past	
  impact,	
  you	
  don’t	
  get	
  to	
  ...
Real	
  World	
  Example	
  

@priteshpatel9	
  
Real	
  World	
  Example	
  
You’ve	
  all	
  done	
  this	
  at	
  some	
  point	
  too	
  

@priteshpatel9	
  
Real	
  World	
  Example	
  
You’ve	
  all	
  done	
  this	
  at	
  some	
  point	
  too	
  
This	
  example	
  demonstrat...
Real	
  World	
  Example	
  
You’ve	
  all	
  done	
  this	
  at	
  some	
  point	
  too	
  
This	
  example	
  demonstrat...
Ey	
  up	
  love!	
  

@priteshpatel9	
  
Ey	
  up	
  love!	
  

Impact	
  (you’re	
  on	
  the	
  radar)	
  

@priteshpatel9	
  
Ey	
  up	
  love!	
  

Impact	
  (you’re	
  on	
  the	
  radar)	
  

Make	
  us	
  a	
  cuppa	
  
tea	
  please?	
  

@pri...
Ey	
  up	
  love!	
  

Make	
  us	
  a	
  cuppa	
  
tea	
  please?	
  

Impact	
  (you’re	
  on	
  the	
  radar)	
  

Comm...
Ey	
  up	
  love!	
  

Make	
  us	
  a	
  cuppa	
  
tea	
  please?	
  

Impact	
  (you’re	
  on	
  the	
  radar)	
  

Comm...
Ey	
  up	
  love!	
  

Make	
  us	
  a	
  cuppa	
  
tea	
  please?	
  

Impact	
  (you’re	
  on	
  the	
  radar)	
  

Comm...
Ey	
  up	
  love!	
  

Make	
  us	
  a	
  cuppa	
  
tea	
  please?	
  

Impact	
  (you’re	
  on	
  the	
  radar)	
  

Comm...
Ey	
  up	
  love!	
  

Impact	
  (you’re	
  on	
  the	
  radar)	
  

Make	
  us	
  a	
  cuppa	
  
tea	
  please?	
  

Comm...
Seriously….	
  

@priteshpatel9	
  
How	
  f**king	
  
obvious	
  was	
  that?	
  
@priteshpatel9	
  
Now….	
  

@priteshpatel9	
  
Get	
  your	
  last	
  print	
  ad	
  or	
  any	
  other	
  creaFve	
  piece	
  out	
  

@priteshpatel9	
  
And	
  use	
  the	
  funnel	
  against	
  your	
  creaFve	
  

@priteshpatel9	
  
Know	
  what	
  you	
  got	
  wrong?	
  

@priteshpatel9	
  
Or	
  right	
  for	
  that	
  maOer?	
  

@priteshpatel9	
  
If	
  you’re	
  running	
  a	
  print	
  ad	
  campaign….	
  

@priteshpatel9	
  
….your	
  job	
  is	
  to	
  make	
  me	
  put	
  that	
  magazine	
  down	
  	
  
……and	
  take	
  you	
  up	
  on	
  you...
…..if	
  I	
  turn	
  the	
  page	
  

@priteshpatel9	
  
…..you’ve	
  failed	
  

@priteshpatel9	
  
….because	
  tomorrow,	
  I’ll	
  have	
  forgoOen	
  

@priteshpatel9	
  
In	
  2011	
  around	
  £18.3	
  billion	
  was	
  spent	
  on	
  all	
  forms	
  of	
  adverFsing	
  and	
  markeFng	
  i...
In	
  2011	
  around	
  £18.3	
  billion	
  was	
  spent	
  on	
  all	
  forms	
  of	
  adverFsing	
  and	
  markeFng	
  i...
In	
  2011	
  around	
  £18.3	
  billion	
  was	
  spent	
  on	
  all	
  forms	
  of	
  adverFsing	
  and	
  markeFng	
  i...
In	
  2011	
  around	
  £18.3	
  billion	
  was	
  spent	
  on	
  all	
  forms	
  of	
  adverFsing	
  and	
  markeFng	
  i...
So	
  89%	
  of	
  adverFsing	
  is	
  a	
  
waste	
  of	
  money.	
  

@priteshpatel9	
  
But	
  what	
  quesFon	
  is	
  adverFsing	
  trying	
  to	
  answer?	
  

@priteshpatel9	
  
The	
  most	
  important	
  one	
  which	
  isn’t	
  on	
  any	
  ad	
  brief	
  

@priteshpatel9	
  
THIS	
  ADVERTISING	
  MUST	
  GET	
  NOTICED	
  AND	
  REMEMBERED.	
  

@priteshpatel9	
  
You	
  just	
  assume	
  people,	
  like	
  me,	
  will	
  noFce	
  your	
  ad….	
  

@priteshpatel9	
  
….and	
  remember	
  it	
  next	
  week	
  

@priteshpatel9	
  
Finally….	
  

@priteshpatel9	
  
Impact	
  
Don’t	
  be	
  here	
  

CommunicaFon	
  

Persuasion	
  

@priteshpatel9	
  
Impact	
  
Don’t	
  be	
  here	
  
Your	
  compeFFon	
  is	
  
fighFng	
  up	
  here	
  

CommunicaFon	
  

Persuasion	
  
...
Impact	
  
Don’t	
  be	
  here	
  
Your	
  compeFFon	
  is	
  
fighFng	
  up	
  here	
  

CommunicaFon	
  

Persuasion	
  
...
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Your Ads are Shite!

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Why are ads shite and go on unoticed? I've just finished reading Predatory Thinking by Dave Trott and put my thoughts (and his) into a bit of a digestable presentation deck.

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Your Ads are Shite!

  1. 1. Your  ads  are  shite!   @priteshpatel9  
  2. 2. Before  we  begin   @priteshpatel9  
  3. 3. I’m  no  ad  man  ok?   @priteshpatel9  
  4. 4. I’m  no  ad  man  ok?     What  I  do  know  is  when  I  see  a  good  ad   @priteshpatel9  
  5. 5. If  you  want  to  be  a  clever  marketer   @priteshpatel9  
  6. 6. Go  buy  yourself  this  book   @priteshpatel9  
  7. 7. Predatory  Thinking:  A  Masterclass  in  Out-­‐Thinking  the  CompeFFon   @priteshpatel9  
  8. 8. And  read  it  3  6mes  in  a  row   @priteshpatel9  
  9. 9. Ok  let’s  begin….   @priteshpatel9  
  10. 10. 3  elements  of  what  makes  ads  work   @priteshpatel9  
  11. 11. 1.   Impact   @priteshpatel9  
  12. 12. 2.   CommunicaFon   @priteshpatel9  
  13. 13. 3.   Persuasion   @priteshpatel9  
  14. 14. Believe  it  or  not…when  you  put  the  3  elements  together  it  looks  like  this   @priteshpatel9  
  15. 15. Impact   CommunicaFon   Persuasion   @priteshpatel9  
  16. 16. Each  element  within  the  funnel  is  very  important   @priteshpatel9  
  17. 17. 1.  Impact   @priteshpatel9  
  18. 18. 1.  Impact   You’ve  goOa  get  noFced.       @priteshpatel9  
  19. 19. 1.  Impact   You’ve  goOa  get  noFced.       There’s  far  too  much  noise  and  crappy  adverFsing  out  there.   @priteshpatel9  
  20. 20. 1.  Impact   You’ve  goOa  get  noFced.       There’s  far  too  much  noise  and  crappy  adverFsing  out  there.     But  then  there’s  too  many  marketers  f**king  about  at  this  bit   @priteshpatel9  
  21. 21. 2.  Communica6on   @priteshpatel9  
  22. 22. 2.  Communica6on   WTF  is  it  you’re  trying  to  tell  me?     @priteshpatel9  
  23. 23. 2.  Communica6on   WTF  is  it  you’re  trying  to  tell  me?       Simplify  the  message   @priteshpatel9  
  24. 24. 2.  Communica6on   WTF  is  it  you’re  trying  to  tell  me?       Simplify  the  message   “if  you  can’t  explain  it  simply,  then  you  haven’t   understood  it  well  enough”   @priteshpatel9  
  25. 25. 3.  Persuasion   @priteshpatel9  
  26. 26. 3.  Persuasion   What’s  in  it  for  me?  Seriously.       @priteshpatel9  
  27. 27. 3.  Persuasion   What’s  in  it  for  me?  Seriously.       How  is  what  you’re  telling  me  going  to  benefit  me  in  anyway  whatsoever?   @priteshpatel9  
  28. 28. Impact   CommunicaFon   Persuasion   @priteshpatel9  
  29. 29. Impact   90%  fail  at  this  stage   CommunicaFon   Persuasion   @priteshpatel9  
  30. 30. Impact   90%  fail  at  this  stage   CommunicaFon   Most  marketers   measure  success  on   this  bit   Persuasion   @priteshpatel9  
  31. 31. Impact   90%  fail  at  this  stage   CommunicaFon   And  don’t  simplify   this  bit   Most  marketers   measure  success  on   this  bit   Persuasion   @priteshpatel9  
  32. 32. Impact   90%  fail  at  this  stage   CommunicaFon   And  don’t  simplify   this  bit   Most  marketers   measure  success  on   this  bit   Persuasion   And  don’t  even  think  about   the  value  proposiFon   @priteshpatel9  
  33. 33. Impact   90%  fail  at  this  stage   CommunicaFon   And  don’t  simplify   this  bit   And  don’t  even  think  about   the  value  proposiFon   Most  marketers   measure  success  on   this  bit   Persuasion   Success  ought  to  be  measured   here  (clue:  outcomes)   @priteshpatel9  
  34. 34. Impact   CommunicaFon   Persuasion   @priteshpatel9  
  35. 35. Impact   CommunicaFon   Persuasion   If  you  don’t  get  past  impact,  you  don’t  get  to  communicaFon  or  persuasion!     @priteshpatel9  
  36. 36. Real  World  Example   @priteshpatel9  
  37. 37. Real  World  Example   You’ve  all  done  this  at  some  point  too   @priteshpatel9  
  38. 38. Real  World  Example   You’ve  all  done  this  at  some  point  too   This  example  demonstrates  it  happens  everyday  in  the  real  world   @priteshpatel9  
  39. 39. Real  World  Example   You’ve  all  done  this  at  some  point  too   This  example  demonstrates  it  happens  everyday  in  the  real  world   Honest  a)ribu.on:   @davetroO  gave  this  example  &  I  just   stole  it  but  it’s  probably  the  best   example  there  is.   @priteshpatel9  
  40. 40. Ey  up  love!   @priteshpatel9  
  41. 41. Ey  up  love!   Impact  (you’re  on  the  radar)   @priteshpatel9  
  42. 42. Ey  up  love!   Impact  (you’re  on  the  radar)   Make  us  a  cuppa   tea  please?   @priteshpatel9  
  43. 43. Ey  up  love!   Make  us  a  cuppa   tea  please?   Impact  (you’re  on  the  radar)   Communica6ng  your  offer   @priteshpatel9  
  44. 44. Ey  up  love!   Make  us  a  cuppa   tea  please?   Impact  (you’re  on  the  radar)   Communica6ng  your  offer   Your  OH  has  a   choice  here.       He/she  could  say  no   @priteshpatel9  
  45. 45. Ey  up  love!   Make  us  a  cuppa   tea  please?   Impact  (you’re  on  the  radar)   Communica6ng  your  offer   But  you   come  back   with…..   @priteshpatel9  
  46. 46. Ey  up  love!   Make  us  a  cuppa   tea  please?   Impact  (you’re  on  the  radar)   Communica6ng  your  offer   If  you  make  me  a   cuppa,  I’ll  take  the   bins  out   @priteshpatel9  
  47. 47. Ey  up  love!   Impact  (you’re  on  the  radar)   Make  us  a  cuppa   tea  please?   Communica6ng  your  offer   If  you  make  me  a   cuppa,  I’ll  take  the   bins  out   Persuasion  (what’s  in  it  for  me?)   @priteshpatel9  
  48. 48. Seriously….   @priteshpatel9  
  49. 49. How  f**king   obvious  was  that?   @priteshpatel9  
  50. 50. Now….   @priteshpatel9  
  51. 51. Get  your  last  print  ad  or  any  other  creaFve  piece  out   @priteshpatel9  
  52. 52. And  use  the  funnel  against  your  creaFve   @priteshpatel9  
  53. 53. Know  what  you  got  wrong?   @priteshpatel9  
  54. 54. Or  right  for  that  maOer?   @priteshpatel9  
  55. 55. If  you’re  running  a  print  ad  campaign….   @priteshpatel9  
  56. 56. ….your  job  is  to  make  me  put  that  magazine  down     ……and  take  you  up  on  your  proposiFon   @priteshpatel9  
  57. 57. …..if  I  turn  the  page   @priteshpatel9  
  58. 58. …..you’ve  failed   @priteshpatel9  
  59. 59. ….because  tomorrow,  I’ll  have  forgoOen   @priteshpatel9  
  60. 60. In  2011  around  £18.3  billion  was  spent  on  all  forms  of  adverFsing  and  markeFng  in  the  UK.   @priteshpatel9  
  61. 61. In  2011  around  £18.3  billion  was  spent  on  all  forms  of  adverFsing  and  markeFng  in  the  UK.     Of  that,  4%  was  remembered  posiFvely.   @priteshpatel9  
  62. 62. In  2011  around  £18.3  billion  was  spent  on  all  forms  of  adverFsing  and  markeFng  in  the  UK.     Of  that,  4%  was  remembered  posiFvely.     7%  was  remembered  negaFvely.   @priteshpatel9  
  63. 63. In  2011  around  £18.3  billion  was  spent  on  all  forms  of  adverFsing  and  markeFng  in  the  UK.     Of  that,  4%  was  remembered  posiFvely.     7%  was  remembered  negaFvely.     89%  wasn’t  no6ced  or  remembered.   @priteshpatel9  
  64. 64. So  89%  of  adverFsing  is  a   waste  of  money.   @priteshpatel9  
  65. 65. But  what  quesFon  is  adverFsing  trying  to  answer?   @priteshpatel9  
  66. 66. The  most  important  one  which  isn’t  on  any  ad  brief   @priteshpatel9  
  67. 67. THIS  ADVERTISING  MUST  GET  NOTICED  AND  REMEMBERED.   @priteshpatel9  
  68. 68. You  just  assume  people,  like  me,  will  noFce  your  ad….   @priteshpatel9  
  69. 69. ….and  remember  it  next  week   @priteshpatel9  
  70. 70. Finally….   @priteshpatel9  
  71. 71. Impact   Don’t  be  here   CommunicaFon   Persuasion   @priteshpatel9  
  72. 72. Impact   Don’t  be  here   Your  compeFFon  is   fighFng  up  here   CommunicaFon   Persuasion   @priteshpatel9  
  73. 73. Impact   Don’t  be  here   Your  compeFFon  is   fighFng  up  here   CommunicaFon   Persuasion   Get  to  here!   @priteshpatel9  

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