Effective advertising comes down to a simple framework that I first heard about when reading Adam Ferrier’s book The Advertising Effect: How to Change Behaviour.
It’s primarily based on two key factors: Motivation and Ease. That is, the motivation that one has from personal incentives (what’s in it for me) and social norms (what are others going to think). Ease is based on does that person have the ability to carry out the action (ie do they have the skills, resources, competency) and do you have the opportunity to do so (ie does the environment all for the action to take place).
To put this framework into practice, there are 4 steps that are necessary.
- Develop your goal. What is the business goal you are trying to achieve, like increasing form submissions on your website.
- Determine what behaviour you need to change to achieve your goal.
- Select an action spur that will incite behaviour change (see part of this post)
- Come up with a creative way to execute your action spur.
That’s it. In part 2 of this post, I’ll start digging into some of these action spurs.
The Advertising Playbook