�ݺ�ߣ

Your
?ads
?are
?shite!
?

@priteshpatel9
?

Before
?we
?begin
?

@priteshpatel9
?

I��m
?no
?ad
?man
?ok?
?

@priteshpatel9
?

I��m
?no
?ad
?man
?ok?
?

?
What
?I
?do
?know
?is
?when
?I
?see
?a
?good
?ad
?

@priteshpatel9
?

If
?you
?want
?to
?be
?a
?clever
?marketer
?

@priteshpatel9
?

Go
?buy
?yourself
?this
?book
?

@priteshpatel9
?

Predatory
?Thinking:
?A
?Masterclass
?in
?Out-?�\Thinking
?the
?CompeFFon
?

@priteshpatel9
?

And
?read
?it
?3
?6mes
?in
?a
?row
?

@priteshpatel9
?

Ok
?let��s
?begin��.
?

@priteshpatel9
?

3
?elements
?of
?what
?makes
?ads
?work
?

@priteshpatel9
?

1.
?
Impact
?

@priteshpatel9
?

2.
?
CommunicaFon
?

@priteshpatel9
?

3.
?
Persuasion
?

@priteshpatel9
?

Believe
?it
?or
?not��when
?you
?put
?the
?3
?elements
?together
?it
?looks
?like
?this
?

@priteshpatel9
?

Impact
?
CommunicaFon
?

Persuasion
?

@priteshpatel9
?

Each
?element
?within
?the
?funnel
?is
?very
?important
?

@priteshpatel9
?

1.
?Impact
?

@priteshpatel9
?

1.
?Impact
?
You��ve
?goOa
?get
?noFced.
?
?

?

@priteshpatel9
?

1.
?Impact
?
You��ve
?goOa
?get
?noFced.
?
?

?
There��s
?far
?too
?much
?noise
?and
?crappy
?adverFsing
?out
?there.
?

@priteshpatel9
?

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
?

2.
?Communica6on
?

@priteshpatel9
?

2.
?Communica6on
?
WTF
?is
?it
?you��re
?trying
?to
?tell
?me?
?
?

@priteshpatel9
?

2.
?Communica6on
?
WTF
?is
?it
?you��re
?trying
?to
?tell
?me?
?
?

?
Simplify
?the
?message
?

@priteshpatel9
?

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
?

3.
?Persuasion
?

@priteshpatel9
?

3.
?Persuasion
?
What��s
?in
?it
?for
?me?
?Seriously.
?
?

?

@priteshpatel9
?

3.
?Persuasion
?
What��s
?in
?it
?for
?me?
?Seriously.
?
?

?
How
?is
?what
?you��re
?telling
?me
?going
?to
?bene?t
?me
?in
?anyway
?whatsoever?
?

@priteshpatel9
?

Impact
?
90%
?fail
?at
?this
?stage
?

CommunicaFon
?

Persuasion
?

@priteshpatel9
?

Impact
?
90%
?fail
?at
?this
?stage
?

CommunicaFon
?

Most
?marketers
?
measure
?success
?on
?
this
?bit
?

Persuasion
?

@priteshpatel9
?

Impact
?
90%
?fail
?at
?this
?stage
?

CommunicaFon
?
And
?don��t
?simplify
?
this
?bit
?

Most
?marketers
?
measure
?success
?on
?
this
?bit
?

Persuasion
?

@priteshpatel9
?

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
?

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
?

Impact
?
CommunicaFon
?

Persuasion
?

If
?you
?don��t
?get
?past
?impact,
?you
?don��t
?get
?to
?communicaFon
?or
?persuasion!
?
?
@priteshpatel9
?

Real
?World
?Example
?

@priteshpatel9
?

Real
?World
?Example
?
You��ve
?all
?done
?this
?at
?some
?point
?too
?

@priteshpatel9
?

Real
?World
?Example
?
You��ve
?all
?done
?this
?at
?some
?point
?too
?
This
?example
?demonstrates
?it
?happens
?everyday
?in
?the
?real
?world
?

@priteshpatel9
?

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
?

Ey
?up
?love!
?

@priteshpatel9
?

Ey
?up
?love!
?

Impact
?(you��re
?on
?the
?radar)
?

@priteshpatel9
?

Ey
?up
?love!
?

Impact
?(you��re
?on
?the
?radar)
?

Make
?us
?a
?cuppa
?
tea
?please?
?

@priteshpatel9
?

Ey
?up
?love!
?

Make
?us
?a
?cuppa
?
tea
?please?
?

Impact
?(you��re
?on
?the
?radar)
?

Communica6ng
?your
?o?er
?

@priteshpatel9
?

Ey
?up
?love!
?

Make
?us
?a
?cuppa
?
tea
?please?
?

Impact
?(you��re
?on
?the
?radar)
?

Communica6ng
?your
?o?er
?

Your
?OH
?has
?a
?
choice
?here.
?
?

?
He/she
?could
?say
?no
?

@priteshpatel9
?

Ey
?up
?love!
?

Make
?us
?a
?cuppa
?
tea
?please?
?

Impact
?(you��re
?on
?the
?radar)
?

Communica6ng
?your
?o?er
?

But
?you
?
come
?back
?
with��..
?

@priteshpatel9
?

Ey
?up
?love!
?

Make
?us
?a
?cuppa
?
tea
?please?
?

Impact
?(you��re
?on
?the
?radar)
?

Communica6ng
?your
?o?er
?

If
?you
?make
?me
?a
?
cuppa,
?I��ll
?take
?the
?
bins
?out
?

@priteshpatel9
?

Ey
?up
?love!
?

Impact
?(you��re
?on
?the
?radar)
?

Make
?us
?a
?cuppa
?
tea
?please?
?

Communica6ng
?your
?o?er
?

If
?you
?make
?me
?a
?
cuppa,
?I��ll
?take
?the
?
bins
?out
?

Persuasion
?(what��s
?in
?it
?for
?me?)
?

@priteshpatel9
?

Seriously��.
?

@priteshpatel9
?

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

Now��.
?

@priteshpatel9
?

Get
?your
?last
?print
?ad
?or
?any
?other
?creaFve
?piece
?out
?

@priteshpatel9
?

And
?use
?the
?funnel
?against
?your
?creaFve
?

@priteshpatel9
?

Know
?what
?you
?got
?wrong?
?

@priteshpatel9
?

Or
?right
?for
?that
?maOer?
?

@priteshpatel9
?

If
?you��re
?running
?a
?print
?ad
?campaign��.
?

@priteshpatel9
?

��.your
?job
?is
?to
?make
?me
?put
?that
?magazine
?down
?
?
��and
?take
?you
?up
?on
?your
?proposiFon
?

@priteshpatel9
?

��..if
?I
?turn
?the
?page
?

@priteshpatel9
?

��..you��ve
?failed
?

@priteshpatel9
?

��.because
?tomorrow,
?I��ll
?have
?forgoOen
?

@priteshpatel9
?

In
?2011
?around
??18.3
?billion
?was
?spent
?on
?all
?forms
?of
?adverFsing
?and
?markeFng
?in
?the
?UK.
?

@priteshpatel9
?

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
?

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
?

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
?

So
?89%
?of
?adverFsing
?is
?a
?
waste
?of
?money.
?

@priteshpatel9
?

But
?what
?quesFon
?is
?adverFsing
?trying
?to
?answer?
?

@priteshpatel9
?

The
?most
?important
?one
?which
?isn��t
?on
?any
?ad
?brief
?

@priteshpatel9
?

THIS
?ADVERTISING
?MUST
?GET
?NOTICED
?AND
?REMEMBERED.
?

@priteshpatel9
?

You
?just
?assume
?people,
?like
?me,
?will
?noFce
?your
?ad��.
?

@priteshpatel9
?

��.and
?remember
?it
?next
?week
?

@priteshpatel9
?

Finally��.
?

@priteshpatel9
?

Impact
?
Don��t
?be
?here
?

CommunicaFon
?

Persuasion
?

@priteshpatel9
?

Impact
?
Don��t
?be
?here
?
Your
?compeFFon
?is
?
?ghFng
?up
?here
?

CommunicaFon
?

Persuasion
?

@priteshpatel9
?

Impact
?
Don��t
?be
?here
?
Your
?compeFFon
?is
?
?ghFng
?up
?here
?

CommunicaFon
?

Persuasion
?

Get
?to
?here!
?
@priteshpatel9
?

�ݺ�ߣ

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