->->That you (or your copywriter) may not know
You may think “creativity” will sell more for you.
But you will find practical knowledge based on testing what sells and what flops far more profitable.
We harness knowledge like this every day to make our clients more money.
1. Cartoons attract most attention. Good on envelopes and websites.
2. Photos convince most. Use them if looks or credibility matter.
3. Charts often attract interest and persuade – e.g. weight-loss figures or interest rates.
4. People look at people. Responses for INSEAD business school nearly doubled when we put the Dean’s face in the ads.
5. Men look at attractive women; so do women. But they look at babies even more.
6. Illustrations relating directly to the message work on average 32% better.
7. TV frames from commercials are extremely effective.
8. If you don’t illustrate the product or the idea, the ad is 27 % less effective than average. (That means don’t be a clever-clogs)
9. Stereotypes – chatting people, loving couples, smiling sippers and ecstatic eaters kill ads. They don’t develop uniqueness.
10. If the picture has something odd about it, people remember the message. David Ogilvy’s ads for Hathaway shirts used a model wearing an eye patch.
11. One big picture usually attracts better than several small ones.
12. Pictures should demonstrate what you do.
13. Before and after pictures are particularly effective.
14. Cut out pictures attract the eye better than squared-up ones.
15. Don’t have pictures just for the sake of it; they cost money and can divert attention needlessly.
16. Coupons in ads used to add most conviction. Now that you often direct people to a website, that means it should be very prominent.
17. Never use pictures that have nothing to with the product but seem a clever idea.
If you prefer knowledge to guesswork maybe we should talk.
All you have to do is drop me a line (db@draytonbird.com) and we can get started.
Best,
Drayton
