10 Key Elements to Creative Success

  1. IMPACTFUL - Without attention, everything else is irrelevant.
  2. RELEVANT - The creative idea must be directly linked to the product benefit. Self indulgent irrelevance, no matter how "clever", is irresponsible.
  3. PERSUASIVE - The product benefit must be represented in it's most persuasive form to win minds.
  4. BELIEVABLE - This is the hardest element to deliver - people are wary of advertising. It takes a special sensitivity and skill, but you are lost without it. NOTE : In some advertising categories, believability isn't important. Eg: Novelty, or enjoyable high consumption products, where humour, fantasy and creative hyperbole can be very effective devices. In such instances entertainment takes precedence over believability. (However, style and acceptability are still vital.)
  5. ENTERTAINING - Boredom is a massive turn-off. The communication should be an enjoyable/stimulating experience. This includes press advertising as well as broadcast media. BEWARE: Irrelevant and frivolous entertainment can be very costly. NOTE : In some advertising categories, entertainment isn't important. Eg: Public service, financial or medical products where sensitive issues must be addressed. In such instances, believability takes precedence over entertainment. (However, dullness must be avoided at all costs.)
  6. INVOLVING - When you speak to people personally, one-to-one, and absorb their interest, the benefits are immeasurable. This is true no matter what media you are using.
  7. ENDEARING Since people have an inbuilt resistance to advertising, it is a tremendous advantage if you can genuinely appeal and touch them in an intimate way. This wins their hearts. Once again, this requires a special sensitivity and skill. BEWARE: If your audience thinks you are being insincere, you have lost them forever.
  8. MEMORABLE - In this world of over-saturated communications, it is vital that your advertising message contains a highly memorable moment or device. Once again, this moment or device should stem from the product benefit.
  9. DISTINCTIVE - Not only must your communication be distinctive enough to stand apart from the rest with a special personality - that distinctive look and style is crucial to the branding exercise and must stamp your brand identity indelibly into consumers minds. This is the acid test of the art director.
  10. MOTIVATING - To create a communication that has exceptionally high recall is not enough. Your communication must establish willingness to buy. It must influence people to act. The communication doesn't have to be "hard sell" to achieve this - but it does have to be inviting as well as persuasive. This is the acid test of the copywriter.