I saw a “brand ad” on a bus the other day that really should have been a “brand-driven ad.” What’s the difference? Brand ads lose effectiveness the minute a campaign is turned off unless a company has high brand awareness. So, how do we make the ad brand-driven so that it reinforces the brand and potentially drives acquisition/conversion? 1/ Headline: Use a benefit-led headline that is consumer-focused. Don’t say what you do functionally, say what’s in it for them. 2/ Support Copy: This too should be benefit-driven. Avoid talking about the company unless the information is relevant to benefits (e.g. No Late Fees - Ever!) 3/ Imagery: Ideally, you want the viewer to engage in "rehearsal" wherein they envision themselves enjoying that same benefit. If that’s not possible, the visual should support the overall value-prop. Oh, and make the logo big enough. 4/ Call-To-Action: Always add a call-to-action or URL. If someone has been piqued by your benefit-driven headline and support points, tell them where to go and what to do next. Especially if you don’t own the .com for your company name. It wouldn't look radically different but would be set up to potentially play a role in actual customer acquisition AND be brand-driven. #copywriting #marketing #brandadvertising #advertising …see more