How Interesting

Train Wreck (Studio Lévy and Sons, Wikimedia Commons)

There are a lot of advertising messages out there fighting for your attention. Some experts say hundreds a day. Others say thousands. There’s one expert in Buffalo who claims 394,514,217.3 advertisements vie for your personal attention every day, but he also wears a tin foil hat and eats whole sticks of butter at snack time.

Whatever the true number, the vast majority of those advertisements have two things in common. The first is that they’re not very interesting. They’re noise. They’re clutter. They’re nothing but things that take up space and are quickly ignored or forgotten. That is, if they were even noticed in the first place. The second thing is that they cost money. Money to create. Money to place. Money to waste. Money to lose.

How does one avoid ending up with costly, forgettable ads lost in the murky maelstrom of mediocrity?

By being interesting.

Now, I don’t necessarily mean interesting in a “train-wreck interesting” sort of way, although that’s certainly one direction you could take it. I mean interesting in a good way. And there are a number of ways an ad can be interesting:

It can have a great concept.

It can be well-executed.

It can avoid being diluted.

It can say the same old things, but in a fresh, new way.

It can entertain you.

It can stir an emotion.

It can make you laugh.

It can surprise you.

It can unearth a memory.

It can reveal a hope or dream that you didn’t know you had.

And sometimes, in the rarest and most special of moments, it can do all of the above.

For something to stand out, it has to stand out. If your ad has one or more of these interesting characteristics, it just might do so and do what ads are supposed to do.

Sound simple? It isn’t.

Sound impossible? It isn’t.

Sound like a good idea? It is.

Be interesting.

And pass the butter.

Posted on April 20, 2011 in KK BOLD, News

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