The Secret to High-Impact Advertising
Think about adverts that have grabbed your attention. What do they have in common? In one form or another, they all contain three primary elements: Stop, Tell, and Call.
This might seem a little cryptic, but it’s actually pretty simple and, if used cleverly, can be used in a myriad of ways to create show-stopping, attention-grabbing, results-producing advertising in any medium.
So what do these three magic words mean?
This is the first ‘hit’ of your advertisement. The ‘special something’ that makes you stop and look at that particular advert in the visual quagmire that bombards consumers on a day-to-day basis.
You might use a clever headline, a bold visual, or a smart visual metaphor – essentially you can use whatever you like, as long as it smacks the viewer round the face and grabs their attention. To quote one Hugh Cheswright (senior strategist here at Bright Spark) – ‘If you want to sell anything, use babies, bunnies or breasts.’ It’s a fairly simplistic version of the ‘stop’ concept, but it certainly makes the point.
There’s little point in the ‘stop’ if you don’t tell your future consumer what it is you have to offer. The ‘tell’ is simply that – what your product is, what it does, and why somebody should want it. Making sure your unique selling point is clear and concise wins the day in the ‘tell’ section.
You’ve grabbed the consumer’s attention, told them all about your all-singing, all-dancing mega-product that will, quite literally, change their life – what now?
The ‘call’ is your driver – it tells your consumer what they should do next to learn more or purchase your incredible merchandise. A simple ‘learn more at www.your-product.com’, or ‘call us now on…’ can suffice, and a special offer proves particularly effective.
To see the Stop, Tell, Call principle in action, helping Bright Spark Creative’s clients engage consumers and boost their revenue, visit www.brightspark-creative.co.uk. If you’d like to talk to us about your next project, give us a call on 0191 276 5566