Why are ads shite and go on unoticed? I've just finished reading Predatory Thinking by Dave Trott and put my thoughts (and his) into a bit of a digestable presentation deck.

1. Your
ads
are
shite!
@priteshpatel9

2. Before
we
begin
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3. I’m
no
ad
man
ok?
@priteshpatel9

4. I’m
no
ad
man
ok?
What
I
do
know
is
when
I
see
a
good
ad
@priteshpatel9

5. If
you
want
to
be
a
clever
marketer
@priteshpatel9

6. Go
buy
yourself
this
book
@priteshpatel9

7. Predatory
Thinking:
A
Masterclass
in
Out-­‐Thinking
the
CompeFFon
@priteshpatel9

8. And
read
it
3
6mes
in
a
row
@priteshpatel9

9. Ok
let’s
begin….
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10. 3
elements
of
what
makes
ads
work
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11. 1.
Impact
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12. 2.
CommunicaFon
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13. 3.
Persuasion
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14. Believe
it
or
not…when
you
put
the
3
elements
together
it
looks
like
this
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15. Impact
CommunicaFon
Persuasion
@priteshpatel9

16. Each
element
within
the
funnel
is
very
important
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17. 1.
Impact
@priteshpatel9

18. 1.
Impact
You’ve
goOa
get
noFced.
@priteshpatel9

19. 1.
Impact
You’ve
goOa
get
noFced.
There’s
far
too
much
noise
and
crappy
adverFsing
out
there.
@priteshpatel9

20. 1.
Impact
You’ve
goOa
get
noFced.
There’s
far
too
much
noise
and
crappy
adverFsing
out
there.
But
then
there’s
too
many
marketers
f**king
about
at
this
bit
@priteshpatel9

21. 2.
Communica6on
@priteshpatel9

22. 2.
Communica6on
WTF
is
it
you’re
trying
to
tell
me?
@priteshpatel9

23. 2.
Communica6on
WTF
is
it
you’re
trying
to
tell
me?
Simplify
the
message
@priteshpatel9

24. 2.
Communica6on
WTF
is
it
you’re
trying
to
tell
me?
Simplify
the
message
“if
you
can’t
explain
it
simply,
then
you
haven’t
understood
it
well
enough”
@priteshpatel9

25. 3.
Persuasion
@priteshpatel9

26. 3.
Persuasion
What’s
in
it
for
me?
Seriously.
@priteshpatel9

27. 3.
Persuasion
What’s
in
it
for
me?
Seriously.
How
is
what
you’re
telling
me
going
to
benefit
me
in
anyway
whatsoever?
@priteshpatel9

28. Impact
CommunicaFon
Persuasion
@priteshpatel9

29. Impact
90%
fail
at
this
stage
CommunicaFon
Persuasion
@priteshpatel9

30. Impact
90%
fail
at
this
stage
CommunicaFon
Most
marketers
measure
success
on
this
bit
Persuasion
@priteshpatel9

31. Impact
90%
fail
at
this
stage
CommunicaFon
And
don’t
simplify
this
bit
Most
marketers
measure
success
on
this
bit
Persuasion
@priteshpatel9

32. Impact
90%
fail
at
this
stage
CommunicaFon
And
don’t
simplify
this
bit
Most
marketers
measure
success
on
this
bit
Persuasion
And
don’t
even
think
about
the
value
proposiFon
@priteshpatel9

33. Impact
90%
fail
at
this
stage
CommunicaFon
And
don’t
simplify
this
bit
And
don’t
even
think
about
the
value
proposiFon
Most
marketers
measure
success
on
this
bit
Persuasion
Success
ought
to
be
measured
here
(clue:
outcomes)
@priteshpatel9

34. Impact
CommunicaFon
Persuasion
@priteshpatel9

35. Impact
CommunicaFon
Persuasion
If
you
don’t
get
past
impact,
you
don’t
get
to
communicaFon
or
persuasion!
@priteshpatel9

36. Real
World
Example
@priteshpatel9

37. Real
World
Example
You’ve
all
done
this
at
some
point
too
@priteshpatel9

38. Real
World
Example
You’ve
all
done
this
at
some
point
too
This
example
demonstrates
it
happens
everyday
in
the
real
world
@priteshpatel9

39. Real
World
Example
You’ve
all
done
this
at
some
point
too
This
example
demonstrates
it
happens
everyday
in
the
real
world
Honest
a)ribu.on:
@davetroO
gave
this
example
&
I
just
stole
it
but
it’s
probably
the
best
example
there
is.
@priteshpatel9

40. Ey
up
love!
@priteshpatel9

41. Ey
up
love!
Impact
(you’re
on
the
radar)
@priteshpatel9

42. Ey
up
love!
Impact
(you’re
on
the
radar)
Make
us
a
cuppa
tea
please?
@priteshpatel9

43. Ey
up
love!
Make
us
a
cuppa
tea
please?
Impact
(you’re
on
the
radar)
Communica6ng
your
offer
@priteshpatel9

44. Ey
up
love!
Make
us
a
cuppa
tea
please?
Impact
(you’re
on
the
radar)
Communica6ng
your
offer
Your
OH
has
a
choice
here.
He/she
could
say
no
@priteshpatel9

45. Ey
up
love!
Make
us
a
cuppa
tea
please?
Impact
(you’re
on
the
radar)
Communica6ng
your
offer
But
you
come
back
with…..
@priteshpatel9

46. Ey
up
love!
Make
us
a
cuppa
tea
please?
Impact
(you’re
on
the
radar)
Communica6ng
your
offer
If
you
make
me
a
cuppa,
I’ll
take
the
bins
out
@priteshpatel9

47. Ey
up
love!
Impact
(you’re
on
the
radar)
Make
us
a
cuppa
tea
please?
Communica6ng
your
offer
If
you
make
me
a
cuppa,
I’ll
take
the
bins
out
Persuasion
(what’s
in
it
for
me?)
@priteshpatel9

48. Seriously….
@priteshpatel9

49. How
f**king
obvious
was
that?
@priteshpatel9

50. Now….
@priteshpatel9

51. Get
your
last
print
ad
or
any
other
creaFve
piece
out
@priteshpatel9

52. And
use
the
funnel
against
your
creaFve
@priteshpatel9

53. Know
what
you
got
wrong?
@priteshpatel9

54. Or
right
for
that
maOer?
@priteshpatel9

55. If
you’re
running
a
print
ad
campaign….
@priteshpatel9

56. ….your
job
is
to
make
me
put
that
magazine
down
……and
take
you
up
on
your
proposiFon
@priteshpatel9

57. …..if
I
turn
the
page
@priteshpatel9

58. …..you’ve
failed
@priteshpatel9

59. ….because
tomorrow,
I’ll
have
forgoOen
@priteshpatel9

60. In
2011
around
£18.3
billion
was
spent
on
all
forms
of
adverFsing
and
markeFng
in
the
UK.
@priteshpatel9

61. In
2011
around
£18.3
billion
was
spent
on
all
forms
of
adverFsing
and
markeFng
in
the
UK.
Of
that,
4%
was
remembered
posiFvely.
@priteshpatel9

62. In
2011
around
£18.3
billion
was
spent
on
all
forms
of
adverFsing
and
markeFng
in
the
UK.
Of
that,
4%
was
remembered
posiFvely.
7%
was
remembered
negaFvely.
@priteshpatel9

63. In
2011
around
£18.3
billion
was
spent
on
all
forms
of
adverFsing
and
markeFng
in
the
UK.
Of
that,
4%
was
remembered
posiFvely.
7%
was
remembered
negaFvely.
89%
wasn’t
no6ced
or
remembered.
@priteshpatel9

64. So
89%
of
adverFsing
is
a
waste
of
money.
@priteshpatel9

65. But
what
quesFon
is
adverFsing
trying
to
answer?
@priteshpatel9

66. The
most
important
one
which
isn’t
on
any
ad
brief
@priteshpatel9

67. THIS
ADVERTISING
MUST
GET
NOTICED
AND
REMEMBERED.
@priteshpatel9

68. You
just
assume
people,
like
me,
will
noFce
your
ad….
@priteshpatel9

69. ….and
remember
it
next
week
@priteshpatel9

70. Finally….
@priteshpatel9

71. Impact
Don’t
be
here
CommunicaFon
Persuasion
@priteshpatel9

72. Impact
Don’t
be
here
Your
compeFFon
is
fighFng
up
here
CommunicaFon
Persuasion
@priteshpatel9

73. Impact
Don’t
be
here
Your
compeFFon
is
fighFng
up
here
CommunicaFon
Persuasion
Get
to
here!
@priteshpatel9