Embed Size (px)
Citation preview
You say persona.
I say person-ah.
New York, 1930s
George Gallop Research Director, Young & Rubicam
Measured the readership of ads.
Accumulated the scores.
Analysed the scores.
Analysed the ads that performed well.
Certain techniques consistently out-performed others.
This is better to read…
…than this.
People preferred headlines that spoke directly to them.
And then lots of copy that told them a story. Not something like Once Upon a Time there was three bears: a daddy bear, a mummy bear, and a baby bear. A story that told them about a product and what the product could bring to their lives that they didn’t already have.
Understanding context.
Understanding context.
Understanding motivation.
Understanding motivation.
Functional reasoning.
Reflect (the mores), but do not influence.
The relevance test.
Vaughn Flannery Art Director, Young & Rubicam
Within months, Young & Rubicam ads were being read by more people than any other agency’s.
This was the birth of direct response advertising.
Rosser Reeves Chairman, Ted Bates & Co
Unique selling point.
Value.
The one reason why a product needed to be bought or was better than its competitors.
“You must make the product interesting, not just make the ad different.”
+
Your product +
-
Price
Quality
- / + +
-
-
- /+ - /+
+ +
+ +
-
Your product +
-
Price
Quality
- / + +
-
- /+ - /+
+
Now, 2014.
+ +
-
Your product +
-
Price
Quality
- / + +
-
- /+ - /+
+
Personas.
Personas.
User stories.
Gender. Age. Education. Social standing. Wealth. Some fucking snippet/habit.
Personas.
User stories.
As a _____, I want to _____ so I can ______.
As a _____, I want to _____ so I can ______.
User stories.
Persona.Action.Outcome.
User stories.
As a _____, I want to _____ so I can ______.
Persona.Action.Outcome.
Motivations? Context? Environment? Anxieties?
Motivations? Context?
Environment? Anxieties?
When _____,I want to _____ so I can ______.
Characters.
When _____,I want to _____ so I can ______.
Characters.
Situation.Motivation.
Outcome.
Observe people, how they solve problems. Understand the context of their environment. Understand anxieties and motivations.
“You must make the product interesting,
not just makethe ad different.”
FIN.
Learn more about:
George Gallop Vaughn Flannery Rosser Reeves
