I’m on a panel at this fall’s DMA called “K.I.S.S – Keys to Copy & Content that Generate Results”. My partners in crime are Dawn Wolfe from Autodesk and Philip Reynolds from pharma agency Palio. The idea is to talk about strategies for translating complex products or services into simple and universal human language that sells.
I’m thinking of using this Rovi promo, which appears in today’s Ad Age, as an example. Rovi does the ads that appear within onscreen television guides and other formats where the viewer is actively involved with a remote or other electronic device; viewers aren’t dozing or distracted so this is an attractive option for media buyers, our target audience. A bit complex so we boiled it down to this idea of the bridezilla who is so enamored of her remote that she can’t put it down even in the wedding chapel.
The antonym of this is the ads you’ll find in any issue of Wired or Fast Company for high-performance automobiles or audiovisual equipment. Those ads typically use visual metaphors of power and performance and expect the reader to be awed, not involved.
The session is happening on October 17, so plenty o’ time to noodle on this. If you have any thoughts or examples on this topic, please send them along!