Author: Nader Ashway

Writing Advertising? Shorter is Always Sweeter.

Nader Ashway10 Comments


Illustration:  Bruce Crilly

In the history of advertising, some of the most lauded taglines have also been the shortest.  Why is this?  (And while we’re at it, why does the leggy blonde always seem to go out with that short guy?)

Why do we not seem to gravitate to long, multi-syllabic complex thoughtforms?  At first glance, it would seem to be useful if we could pack more bullet points into our advertising signoff, so people would remember lots of stuff about our product or service.  But for American consumers, it just doesn’t work.  Maybe it’s because we’re American.  We like it punchy.  We like it now.  We like Ricky Bobby and light beer, dammit.

Okay, that’s cynical, and not so helpful.  Let’s get serious.  For the most part, shorter taglines work for a number of reasons. Primarily, its because they’re easy to remember.  And if you’re in the business of stimulating demand (that’s what advertising is supposed to do, bee-tee-dubs,) then a short, pithy line is simply more memorable, more recall-able than, say, an advertising haiku. So there’s a form-follows-function overtone there.

Second, there’s an actual meter to consider, a rhythm, a tempo, a little bounce that shorter lines provide over their more verbose counterparts.  With a short line, the consumer can file a meme away into a corner of her mind that only your brand (in the best cases,) can occupy.

Finally, it’s about time.  The modern consumer is busier than ever, and is literally overwhelmed with messages, media, and now devices that carry and deliver information, including advertising messages.  Whether it’s social media applications, or websites, or traditional media, or a sporting event, or the floor at the local grocery store, there simply isn’t time in the consumer’s day to focus on all that content – especially your bloody marketing message.  Now, more than ever, being short and to the point is not just a welcome deviation from the discord in the din, but also a way to stand apart from it.  Brevity is indeed the essence of wit.

Although this might seem confining, remember that you can say an awful lot with a few small words.  Case in point:  ‘Be all you can be.’ for the US Army.  This line lasted more than 20 years and defined perhaps the most successful articulation of any military marketing message. Five words, of two or three letters each.  And yet, the meaning is monumental.  Partly because it’s personalized to the individual reading it via “you,” and “all” is just broad enough to cover virtually every aspect of that individual’s life.  Brilliant.

Some of the most notable short advertising taglines:

Just do it.
Think Small. (This was actually a headline but it rocked so hard, it has to be included.)
We try harder.
Got Milk?
Be all you can be.
A diamond is forever.
Think different.
It’s not TV.  It’s HBO.
Intel Inside.
Priceless.
Because You’re Worth It.
Great taste. Less filling.
I want my MTV!

Putting it into practice:

Let’s not forget, there have been immortal taglines that are not short.  (The Ultimate Driving Machine/When it absolutely, positively has to be there overnight/Melts in your mouth, not in your hands, etc.) So when you set out to craft advertising for your business, keep your audience front and center, and let that dictate what you write.  What are they doing?  What do they need?  How can you help them?

Keep it simple.  Better yet, keep it short.  Pack as much into the idea that you can, without leaving too much to the imagination, (although leaving to interpretation is okay.)  Generally, basic language works best – small words, single syllables if you can help it, and a clear, declarative tone.  And NEVER make your slogan – strapline, tagline, whatever you want to call it – a question, okay?   (A really good one only happened, like, once.)

Now,  get your eraser out and start writing.

The Butterfly Effect of Marketing

Nader Ashway6 Comments

Illustration:  Bruce Crilly

Have you heard of the Butterfly Effect?  It’s a chaos theory-based rubric attributed to Edward Lorenz for explaining the sensitivity of the dependence on initial conditions relative to widely dispersed outcomes.  The theory is expressed in the saying “the flap of a butterfly’s wings in Thailand can set off a tornado in Texas.”

Okay, so what does that have to do with marketing, especially for small to midsized companies? If you drill down into the Butterfly Effect statement, you learn that small, seemingly insignificant actions can, in time and to a great degree, affect or evolve into great, often extraordinary results not easily conceived in context of the original event.  And conversely, you see that the auspices of great outcomes can be found to have relatively benign provenance.

In marketing, we’re often overcome trying to “think big” and “make it rain” and “blow it out,” and a zillion other clichés of bigness.  The truth, however, is that we can sometimes reach these astonishing aims by applying the Butterfly Effect and initiating small actions and – this is the key – setting them on the right course.

Here’s a simple viral marketing example:  you put a status up on Facebook, for instance, and tell 10 of your friends to pass it to ten of their friends, and so on.  Perhaps you’re promoting a secret concert of a popular band.  How many times does this have to be passed on for your initial (small) action to have a great effect?  In just four repeats of your original action (tell ten friends,) you have 100,000 screaming fans show up at the concert.  Uh oh – only 20,000 seats! So, sure, there’s very little chaos there.  But you can see how quickly simple actions can scale outward to a great degree.

Social media is really the Butterfly Effect in action in today’s marketing world.  Brands are seeding conversations, and then setting them off into the ether.  And in an extremely democratic (and sometimes terrifying) manner, the brand is weaved into conversations by people, and expanded, and turned into recipes or planking videos or mashups or hashtags.  Who knows? It’s chaos, but it’s usually good for the brand.  Sometimes (see AdFreak’s recent post on ChapStick’s social debacle,) it’s not so much.

One last point.  It doesn’t have to be social media.  You can start generating big marketing effects through small actions in lots of ways.  It could be a new merchandising program, a refresh of your menu, seeking new talent, or adopting a cause, or a new partnership, or a next blog post.  It could be anything.  But it has to be something and it has to be started.

A few keys to applying the Butterfly Effect:

Chaos. An important aspect of all of this is that it’s painfully hard for mere mortals to calculate chaos.  [An easy task for a math-head.  Not for me.] So it’s easy to imagine outcomes that are too likely.  The Butterfly Effect is constantly evolving, ever shifting and morphing into outcomes that, while predicated on the action before it, often do not travel a predictive pathway.  Get with that.

Direction. Don’t think about the outcome, because you often have little or no control over it.  Just ensure that the initiating action is set off in the right direction, is well-intentioned and is aligned with your brand values.  The rest is the market’s work, with all its environmental and evolutionary vagaries. Indeed, the chaos is part of the fun of watching this theory in action.

Distance (whether it’s measured in time or space) is a necessary factor.  You can’t expect these great things to happen in sixteen minutes.  Be patient, and integrate the Butterfly Effect along with your other, more urgent, plans.  If you launch a rocket in the air, and then measure its effectiveness in six seconds, you’ve failed to reach the stars.  Measure again in four hours, and you’re dancing among them.

How does this apply to your brand?  What can you START today?  What ten things can you start today?  Even if it’s a small but pertinent action that can evolve, it’s probably worth it. So start flapping.

The Law of Failure

Nader Ashway7 Comments

Illustration:  Bruce Crilly

It’s been noted in many places that Thomas Edison [caricatured above] may have failed as many as 1,000 times at inventing an electric-powered light bulb, and when asked about his string of failures, he turned the tables by saying (and I’m paraphrasing,) “I didn’t fail 1,000 times. I succeeded at inventing a light bulb, and it took 1,000 steps to arrive at it.”

A recent New York Times article asked the question “What if the Secret to Success is Failure?” when discussing education and character among school-age children. Do a search on “failure,” and you’ll find inspiring stories of heroes of history who have failed mightily on the way to great successes: Churchill, Einstein, Darwin, Pasteur, Ford and on and on.

And at the recent DMA International Conference in Boston, Biz Stone, co-founder of Twitter, turned failure on its head relative to social media, stating “if someone posts a negative comment about your product, it demonstrates a level of investment and passion about your brand.”

Okay, that’s a lot of fluffy and warm and puppies. But in business – and particularly in marketing – we’re trained otherwise. For most of us, “failure is not an option” for our next product rollout, or our next advertising plan, or our next event. However, if we embrace The Law of Failure, we might find that failing helps to reveal what success really looks like.

In almost every business, professionals fail their way into success, typically in a process of elimination continuum: try › fail › tweak › repeat until try ultimately leads to success. At which point, you test the snot out of that success to ensure repeatability and reliability. This is true in engineering; in medicine; in sports; in fashion; in entertainment; in technology; in a zillion other categories.

In marketing and advertising, (direct, media, creative,) we call it “testing.” But testing is simply an accepted euphemism for “financing failure to yield better strategies.” Why else would almost every big campaign be run through focus groups first?  Why test your spots on samples of your target demographic? It’s not so much that you can see what WORKS, but rather that you can reveal what DOESN’T.

My theory on why it is so vehemently avoided in the marketing/advertising arena is simply because of the money flow. When doing medical testing, for instance, the medical company has an R&D budget to cobble away in a lab for sometimes years at a time. In engineering or technology, all the sunk costs are stacked upfront – sometimes financed by venture capitalists – and millions or tens or hundreds of millions of dollars might be spent to arrive at a new design/product/solution that then gets recouped upon selling/distributing/launching.

But in advertising, the money flow is different. The typical relationship is an outsourcing model (company x hires agency y to develop the marketing program) that puts the pressure on the marketer to justify that spend and that agency choice. It’s our money, so you better spend it wisely. No marketer I’ve ever met wants to hear in the pitch “yeah, we’re gonna spend a percentage of the budget on failing.”

But that’s essentially what’s happening. Sure we do research, we do cluster analyses, we create predictive models. My colleague David Adelman at OCD Media is a media planner who creates predictive models in order to yield what he calls the most “testable propositions.”

The only problem (in advertising and marketing) is that those propositions are tested out in the marketplace, and failure is seen as a scarlet letter on the breast of the marketer (and in many high-profile cases, the agency, too.)

But I propose that failure is not a sad end to high hopes, but rather an intelligent investment in future successes.

When you fail at strategy X, you now have saved an innumerable amount of money because you KNOW that strategy X won’t work (under the current conditions.) You can instead pursue strategies Y and Z. And if they fail, you save proportional amounts, and so on. KNOWING is powerful.  Failure leads to knowing, whereas success is sometimes an intoxicating mix of planned well, guessed right, timed it right, chose a good director, etc.

This might not fly at your company if you’re a slave to the quarterly conference call with the board and have to explain that you’re failing. But if you’re a small to midsize marketer – you’ll never spend money any more wisely than by failing and KNOWING what to avoid in the future.

Death and Social Media – version 2.0

Nader Ashway5 Comments

Illustration:  Bruce Crilly

The below is a follow-up to a post I wrote back in July 2010. First, the original post, then the follow-up:

Death and Social Media
This is a morbid way to discuss an idea, but let’s talk about death. And while we’re at it, let’s talk about social media. I was (briefly, fleetingly) thinking about what would happen after I die, and the kinds of things people would remember about me. (And more exactly, the kinds of things I hope people will remember about me.)

In my life, (and I’m not quite done yet,) I have created volumes of content in the social media world: blog posts, and blog comments, Facebook statuses and comments and likes and picture uploads and all those Tweets, reTweets and direct messages on Twitter! I’ve yelled about firing the head coach of my beloved Buffalo Bills on the fan forums on buffalobills.com, and helped people solve technical problems on support forums for Apple computers and some software platforms. I’ve written record and book reviews on iTunes and Amazon. I’ve uploaded and even commented on videos posted on YouTube! (Eeek. What a geek.)

So I wondered, will this become part of what people remember about me? Will there be people at my funeral saying, “yeah, nice guy…oh! And did you see his Tweets from the IAB mobile conference back in 2010? So insightful.” Instead of a collage of photos, will there be a screen somewhere with a streaming feed of my life’s digital output?

On one hand, I seriously doubt that these bits and bytes of my recommendations, forwards, hashtag snips and extemporanea will have any bearing on what people think about me. But on the other, there’s no getting around the fact that social media content is now a contributing editor to my legacy. I also submit that I think it would be an interesting, revealing and even fairly intimate way to chronologically peek into the ebbs and flows of my (mostly) professional life. Which makes me think: are we (am I?) Tweeting accordingly? Is the overall tone of my social commentary admirable/useful/honorable? Will my children be proud of what they read? Does it really matter how many check-ins I have, or if I’m the bloody mayor of some local bar? Jeez…maybe we better start looking at all of this in context.

In older days, we might have discovered a diary under a bed, or a journal tucked away in a closet somewhere, long after the departure of a loved one. But now, we have a digitized database of someone’s every thought and comment for years and years. And since most people in the world will never author a book, or write a professional article in a real journal, or be interviewed for television or radio, is the chronicling of social media verbiage a new means to endure? [Uh oh, I think I smell a new business model being hatched.]

Follow-up [September 2011]
So it turns out I was on to something about new business models being hatched, and people starting to talk about this morbid stuff with a more, um, opportunistic tone. A year after my blog post, a journalist named Adam Ostrow gave a TED talk that covered this topic – and outlined some new business models that are indeed being hatched at the intersection of death and social media as “opportunities for technologists.”

The first (and perhaps weirdest) is ifidie.net, a service that lets you create a message or video to be posted to Facebook after you die. Check out their website…kind of a wacky approach to a fairly serious topic.

“My Next Tweet” is a service that uses an algorithm to predict what your next (and perhaps last) bit of social output would be on Twitter by analyzing all your previous tweets and retweets.

Finally, Ostrow points out 1000 Memories, a service that allows you to organize, share and ultimately post a collection of photos, memories, writings and more to Facebook or an area of their site. Not just for the dead, apparently.

On the flipside of all that nonsense, there is a beautiful side-effect to digitizing one’s last days. I recently read a gorgeous narrative by Rebecca Armendariz chronicling a series of Gchats with her lover that is both heartwarming and gut-wrenching, and exquisitely written. Read it and (be prepared to) weep.

I suppose all of this does lend gravitas to the idea of self-monitoring your digital expressionism. Once you’re gone to the great mashup in the sky, you don’t want one of these dopey services misrepresenting your life’s social work. So if today is indeed the beginning of the end of your life, social-ize accordingly.

Ten Apple Traits Every Small Company Should Emulate

Nader Ashway14 Comments


Illustration:  Bruce Crilly

With the recent resignation of Steve Jobs, I began contemplating the company he built more than 30 years ago with a Woz and a dream. Apple Computer, which recently (briefly) overtook Exxon/Mobil as the world’s most valuable company, has had its share of ups and downs. Just a little over a decade ago, they were teetering on the edge of irrelevance, losing ground to new manufacturing and software entrants. Today, however, the company has a total value close to $350 Billion, legions of loyal evangelists and, despite Jobs’ recent announcement, a very bright future under new CEO Tim Cook as the sitting-architect-in-residence of modern computing and electronics.

They didn’t get there by accident. At Apple, Inc., there is a culture of progress, and businesses at the micro level can learn a lot by examining Apple’s behavior. Sure, most of us may never get to their size or influence, but that doesn’t mean small and midsize businesses – in virtually any category – can’t wield the same traits and characteristics and, hopefully, realize similar successes.

Here, the top 10 fundamental traits of Apple that any small and midsize company can emulate:

1. Embrace Innovation. Apple has embraced innovation in virtually every aspect of their business. Not just in the products they develop, but in how they manufacture them, ship them, sell them, update them, service them and finally obviate them with new and improved models. Embrace technology, look for avenues to optimize performance from your team, and adopt a culture of “what can we do next, what can we do better?” at your company to emulate this enviable trait.

2. Anticipate (and even create) Consumer Needs. One thing Apple does very well is think ahead, and think deep into the hearts and minds of their consumers. No one ever thought that they needed a telephone, AND an Internet browser, AND an email client AND an iPod AND an app player, all in one simple device. But when Apple created iPhone, everyone suddenly NEEDED one. Why just give your customer base what it wants, when you can give them more than that, or better yet, something they don’t know they want yet? It’s a great way to bond to consumers and, in strategic terms, to immediately dominate the category in which you operate.

3. Form Smart/Strong partnerships. Apple has done this in many different ways. From manufacturing partners to content partners to the legendary App Store developer partners. Sure, they may dictate the terms of how things will go, but they leverage the talents and abilities of innovative companies that operate well outside of Cupertino. Look around in and outside your category – who can your business partner with to emulate this trait that helps you to grow or helps you improve in some way?

4. Never Forget Your Entrepreneurial Spirit. It’s a classic story: Jobs and Woz in a Silicon Valley garage, building machines from scratch, selling on credit, scrounging for parts and never wavering on their dream to build something new, something special. And that spirit is still evident in every new product launch with Jobs smiling, bragging and still trying to out-geek every geek out there. Sometimes, in our businesses, we tend to forget why we started, how much we love what we do, how good we have it and more. Maybe it’s time to re-kindle that passionate spark?

5. Push Into New Categories. At one point, Apple only offered two core products: a slick operating system and the machines it ran on. Then, about a decade ago, they had an idea to use their skills and optimize their DNA to create a different kind of device that played music. The iPod pushed Apple into a new category (music/entertainment,) that then exploded into the iTunes revolution, that gave way to even more categories (movies, telephones, tablets, etc.) The key here is that even with iPhone and iPad, they have never strayed too terribly far from their core capabilities: intuitive operating systems, running on elegantly designed devices. Think about it. What’s driving your business? And how can you use your skills/your team/your assembly line/your supply chain to push into a new category…or two…or four?

6. Embrace New Channels for Your Business. It’s hard to believe, but for a while, you could only get Apple products (and they were basically only computers) from “authorized resellers” who were few and far between. But Apple realized that retail was a viable channel, especially since their product offering was now appealing to a more mass audience. By embracing retail, they also created new opportunities to expose more people to Apple’s core line of devices and software. Think about your business: can you sell through an intermediary? Can you create a direct dialogue with your core audience? Can you segment or discover a new audience altogether? It might be a viable opportunity to create new revenues without much more overhead.

7. Have a “Cool Factor.” One of the most defining characteristics of Apple is that their products are simply cool. The devices are cool-looking, they play or display cool content (like music and movies and apps and games,) and through a combination of factors (like smart partners – see #3 above – and elegant design; see #8 below,) the company has managed to basically de-position all or most competitors as stodgy, or clunky, or un-hip, or simply, (despite a strategic partnership) as “Windows.”

8. Commitment to Design. One of the key players at Apple is Jonathan Ive, Senior VP of Industrial Design. His influence on clean, elegant, sometimes teeny-weeny product design at Apple has given the entire company a new complexion. While other computing companies are still trying to figure out the “liquid” look for their laptops, Apple presses forward on countless innovations, including the all-in-one desktop computer, the “flywheel” on iPods, the “anti-flip” telephone device, the “it feels so easy in my hand” iPad, the famous “earbuds,” and on and on. A recent article in The New York Times outlined several of the 313 patents Apple has filed for, and one of them is for the iPhone packaging. (Seriously, the packaging is patented.) Even if your company isn’t in the devices business, have a designer look at your business from top to bottom and see if you can’t match your company DNA to an aesthetic and interactive sensibility that elevates the experience of doing business with you.

9. Simple, Effective, and Consistent Advertising. Throughout Apple’s history, advertising has played a central role to how the company promotes its products and disseminates product feature information. And with its (almost unheard of) longstanding relationship with TBWA/Chiat Day, there has been a driving force of simple, features-based, single-concept advertising. From the moment Apple introduced itself to the world with the Ridley Scott-directed
“1984,” through the “Think Different” campaign of the mid 1990’s to the “Hello, I’m a Mac” spots of recent years, Apple and their agency have always kept it simple and pithy. Any company can learn a lot about how to promote just on the basis of Apple’s advertising track record. Not just what they do, but that they do so much in so many channels (print, radio, tv, outdoor, direct, institutional, one-to-one, etc.) with such consistency.

10. Make Brand Matter. Of all the items listed above, or perhaps as the sum of all items listed above, the most important of all is that Apple has had a very strong commitment to their brand. The products stand for something that is tied to the ethos of the company and its founders. The collective perception of most people around the world is that Apple IS cool, and that’s not by accident. “Designed by Apple in California” is more than just a copyright line, it’s nearly a profession of faith. NONE of this is happenstance or coincidence. It’s been a carefully scripted, scrupulously architected vision of what the company wants to MEAN to its consumers, its competitors and its out-of-category passersby. Of all things, use this as a compass for your company, and work to create a relationship with your consumers that transcends what you do and what you sell. It will carry your business across virtually any obstacle, any economic condition, any CEO resignation. Think Different.

Article first published on Technorati.