Before making a good creative, one must plan its development. If you want to brainstorm the best possible ideas, you need to sync up 3 key components:
💡 UVP: A unique value proposition (UVP) is what makes you distinctive, and different from your competitors. To design a messaging strategy for your UVP, identify which potential users will benefit most from the product, and target them with honest messaging that highlights the product’s benefits.
Break each UVP into positive, negative & before/after messaging, and then start working on the creatives.
Positive messaging: It focuses on changing a person’s behavior by appealing to desirable emotions or outcomes.
Negative messaging: It taps into negative emotions- such as fear, irritation, anger, or sadness- in order to elicit a response from the consumer.
Before/ After messaging: It relies on giving the problem first and then giving the solution. The “before and after” effect gives the product credibility.
For a hypothetical meditation app, this messaging can look like this:
Positive messaging: This app helps you fall asleep in 3 minutes.
Negative messaging: Can a calm persona save relationships?
Before/ After messaging: Before- I wasn’t able to sleep at all. After: I sleep like a baby for 8 hours, every day.
You can create designs with stunning visuals and emotional, evocative language to connect with your target audience.
A basic template can be:
🤺 Detailed competitor creative analysis with user motivations: App users aren’t like the moviegoers, which is a mass medium. Instead, it’s a collection of numerous niche users who are different from each other. Understanding your competition and the motivations of your intended target audience enables you to create a more effective creative.
If you understand player motivations, you will know that there is a lot of data about what motivates people to use a particular app or like a particular creative. If you focus on the motivations of these audiences, you can tailor your creatives to appeal to them.
✔️ Learnings from past performers: What is one element that has worked well in past creatives? Use that element in your next set of creatives. Keep it small, though—no major changes. Just try a few different things, like different types of images or text. See what is most effective at getting the consumer to engage with your ad. Build on the winning ideas and make them even better. Test a variety of edits and see what works best.
Remember that you don’t have to reinvent the wheel every time. You need not look at previous experiments as failures; they are opportunities.
Creatives are the main source of advertising impressions and are the core of how users actually start using your product. They should be the focus of any new targeting. Strong creative can help generate more revenue for your campaign, so make sure that you focus on the above 3 points before ideating new creatives!
