And that’s the key
Advertising Age ran an opinion piece about Bob Scarpelli, the former Chairman and Chief Creative Office for DDB Worldwide last week. You can read it HERE (subscription may be required).
His formula for good advertising: “A simple idea based on a simple insight into human nature brought to life in a simple, surprising way.”
That’s a formula for good on-air content too.
“Sometimes now we see sort of a recitation of facts, and some of the work doesn’t connect on an emotional level.”
“You have to give people a reward for paying attention to your message, whatever it is, but then you have to provoke some kind of emotional reaction. It could be a laugh, it could be a smile. It could be kind of a tear, choking up. It could even be, gee, I never thought of it that way…”
If you think of each piece of your content this way, you are going to rule PPM.
A simple idea…
based on a simple insight into human nature…
brought to life in a simple, surprising way…
that provokes an emotional reaction…