Fighting sameness
Think you have what it takes to put out original advertising and marketing campaigns? It’s not for everyone. Trying something different can be risky. Wondering off the path of what others are doing could land really great, or could stand out in a way you’d rather forget.
Building a marketing campaign that’s different from others in your space, when done smartly, has its rewards with a great payout.
There’s a feeling of sameness in the ad space that a lot of people are seeing. You’re sure that you’ve read that headline before but can’t place from where; or saw the same models used for that ad’s perfect family in the article you just read yesterday.
There’s a formula being used and it’s pretty easy to spot. Yep, marketing and advertising 101 best practices tell us to include a headline, supporting imagery, and a call to action. Those are critical elements of a campaign and its ads, and are not what’s being referred to here. Instead it’s the execution of those components that’s become predictable.
Need a headline? ChatGPT or CoPilot (aka synthetic word extruders) can provide a fistful in a matter of seconds. Need an atmospheric image to place your slogan and logo next too? No problem with stock sites having an overwhelming number of city agnostic photos that you can use.
As a result, the same approach and sources are being used to create campaigns, making the world of ads and marketing feel flat. And why some of us are working hard to fight sameness.
See what we mean?
Variations of these two ads are pretty common to see. There is nothing in them that is easily recognizable as one specific brand.
And when people are walking or scrolling by, they see this
Want your ads to be more memorable?
Avoid your campaign falling into the ad-abyss by building these components into it
- Make an emotional connection that’s relatable and real, exploring all of the potential feelings (emotional ≠ sappy)
- Show how you are different through features, values, branding, or all of the above
- Use your own language and images where you can. It makes your brand distinct and harder to copy
Effective campaigns are creative, memorable and make an emotional connection. Lack those, and your campaign is just another blur in the landscape.
