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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	
  

@priteshpatel9	
  
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	
  

@priteshpatel9	
  
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	
  adverFsing	
  out	
  there.	
  

@priteshpatel9	
  
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	
  
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	
  

@priteshpatel9	
  
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	
  
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	
  me	
  going	
  to	
  benefit	
  me	
  in	
  anyway	
  whatsoever?	
  

@priteshpatel9	
  
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	
  
this	
  bit	
  

Persuasion	
  

@priteshpatel9	
  
Impact	
  
90%	
  fail	
  at	
  this	
  stage	
  

CommunicaFon	
  
And	
  don’t	
  simplify	
  
this	
  bit	
  

Most	
  marketers	
  
measure	
  success	
  on	
  
this	
  bit	
  

Persuasion	
  

@priteshpatel9	
  
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	
  
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	
  
Impact	
  
CommunicaFon	
  

Persuasion	
  

@priteshpatel9	
  
Impact	
  
CommunicaFon	
  

Persuasion	
  

If	
  you	
  don’t	
  get	
  past	
  impact,	
  you	
  don’t	
  get	
  to	
  communicaFon	
  or	
  persuasion!	
  	
  
@priteshpatel9	
  
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	
  demonstrates	
  it	
  happens	
  everyday	
  in	
  the	
  real	
  world	
  

@priteshpatel9	
  
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	
  
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?	
  

@priteshpatel9	
  
Ey	
  up	
  love!	
  

Make	
  us	
  a	
  cuppa	
  
tea	
  please?	
  

Impact	
  (you’re	
  on	
  the	
  radar)	
  

Communica6ng	
  your	
  offer	
  

@priteshpatel9	
  
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	
  
Ey	
  up	
  love!	
  

Make	
  us	
  a	
  cuppa	
  
tea	
  please?	
  

Impact	
  (you’re	
  on	
  the	
  radar)	
  

Communica6ng	
  your	
  offer	
  

But	
  you	
  
come	
  back	
  
with…..	
  

@priteshpatel9	
  
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	
  
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	
  
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	
  your	
  proposiFon	
  

@priteshpatel9	
  
…..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	
  in	
  the	
  UK.	
  

@priteshpatel9	
  
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	
  
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	
  
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	
  
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	
  

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

CommunicaFon	
  

Persuasion	
  

Get	
  to	
  here!	
  
@priteshpatel9	
  

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