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Why Your Advertising Sucks
Why Your Advertising Sucks
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
Part One:
Five Hard Truths
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
Hard Truth #1:
No one has time for your ads.
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
Media consumption has risen
from 45 to 65 hours per week
over the past 13 years.
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
WHY YOUR ADVERTISING SUCKS NOV 28, 2008 IMAGINE imaginedc.net @wefightugly
?
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
Use variety.
In a 2018 Nielsen study, Digital Natives (born 1990 or
later) switched media platforms 27 times per hour, on
average—or about every other minute.
Those born before 1990 switched 17 times per hour on
average. The results translate into a 30% decrease in
attention span.
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
Response rates across common media:
Online Display
Social Media
Paid Search
Email
Direct Mail
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
Response rates across common media:
0.2% Online Display
0.4% Social Media
0.6% Paid Search
0.6% Email
5.1% Direct Mail
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
Hard Truth #2:
No one cares about your ads.*
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
Hard Truth #2:
No one cares about your ads.*
*As much as you do.
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
WHY YOUR ADVERTISING SUCKS NOV 28, 2008 IMAGINE imaginedc.net @wefightugly
?
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
Tip 1: address pain points.
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
Tip 2: use emotion.
Suspense
. Humor.
Joy.
Disgust.
Curiosity.
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
Step 2: use emotion.
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
Step 2: use emotion.
Suspense
. Humor.
Joy.
Disgust.
Curiosity.
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
Tip 3: consider sponsored content.
It’s immune to ad-blockers.
It’s measurable.
It tells a story.
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
Types of sponsored content:
• Native ads
• Influencer marketing
Not sponsored content:
• Press releases
• Content marketing
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
Tip 4: Partner with a cause.
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
Hard Truth #3:
Your first ads will disappoint you.
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
People do business with:
Those they know.
Those they trust.
Those they want to support.
All of these take time.
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
Part Two:
Mistakes to Avoid
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
Mistake #1:
Trying to appeal to everyone.
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
BROAD: MEAN A LITTLE TO A LOT
DEEP:MEANALOTTOAFEW
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
Mistake #2:
Poor planning.
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
Offer: what you’re providing
Channel: where you’re reaching your audience
Audience: who would be interested
Ad Creative: why should they care?
Timeframe: when do they get it?
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
Mistake #3:
Making it all about you.
YOUR ADVERTISING
NEEDS TO DO MORE THAN
promote. IT NEEDS TO
CONNECT AND MEAN
SOMETHING TO the lives of
others.
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
Mistake #4:
Setting & forgetting.
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
Mistake #5:
Paying for everything.
WHY YOUR ADVERTISING
SUCKS
NOV 28, 2018 IMAGINE imaginedc.net @wefightugly
Why Your Advertising Sucks
Why Your Advertising Sucks

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Why Your Advertising Sucks

Editor's Notes

  1. During any time in this webinar, throw your questions in the chat and I’ll go through them at the end. I’ve received a couple through email, so I’ll be sure to address those as well.
  2. I’m sure we each felt something different from that ad.
  3. How do we use influencer marketing if we can’t get a celebrity? Why do Apple and Coke not have calls to action or a lot of the things you mentioned?