Cover Goodby Silverstein & Partners' 5Word Speech at the 20th Annual Webby Awards YouTube (1280x720)
Table of Contents
Tip #1: Focus on the Big Idea
When it comes to advertising, it's easy to get bogged down in the details. You might spend hours crafting the perfect headline or tweaking the wording of your call-to-action. But according to Goodby & Silverstein, one of the most important things you can do is focus on the big idea. In other words, what's the overarching message you want to convey? What's the one thing you want your audience to remember about your brand or product? Once you have a clear sense of the big idea, everything else falls into place. Goodby & Silverstein's work with brands like Nike and Chevrolet is a testament to the power of a strong big idea. Their "Just Do It" campaign for Nike, for example, was all about inspiring people to push themselves to be their best selves. The big idea was simple but powerful, and it resonated with audiences around the world.
Tip #2: Use Humor to Connect with Your Audience
One of the most effective ways to connect with your audience is through humor. When you make people laugh, you create a positive emotional connection that can help them remember your brand or product. Goodby & Silverstein have used humor to great effect in campaigns for brands like Doritos and Sprint. In their "Finger Lickin' Good" campaign for KFC, they poked fun at the idea of people being too embarrassed to lick their fingers after eating chicken. The campaign was a hit, and it helped to reinvigorate the KFC brand.
Tip #3: Make Your Message Simple and Memorable
In today's fast-paced world, people are bombarded with messages from all sides. If you want your advertising to stand out, you need to keep it simple and memorable. Goodby & Silverstein's work with brands like Got Milk? and California Milk Processor Board is a great example of this principle in action. Their "Got Milk?" campaign was all about reinforcing the idea that milk is a healthy and essential part of our diets. The slogan was simple, memorable, and effective, and it helped to increase milk sales across California.
Tip #4: Incorporate Emotion into Your Advertising
People don't buy products or services based solely on their features or benefits. They buy based on the emotions those products or services evoke. Goodby & Silverstein understand this principle well, and they've used it to great effect in campaigns for brands like Hewlett-Packard and E-Trade. Their "Joy of the HP Touchpad" campaign, for example, was all about tapping into the joy and excitement people feel when using new technology. By incorporating this emotion into their advertising, they were able to create a powerful connection with their audience.
Tip #5: Don't Be Afraid to Take Risks
Finally, one of the most important things you can do as an advertiser is to take risks. If you're always playing it safe, you'll never stand out in a crowded marketplace. Goodby & Silverstein's work with brands like Polaroid and the NBA is a great example of the power of taking risks. In their "See What Develops" campaign for Polaroid, they took a bold and innovative approach to advertising. Instead of focusing on the product itself, they created a campaign that celebrated the act of taking photos and capturing memories. The campaign was a hit, and it helped to reinvigorate the Polaroid brand.
Conclusion
In conclusion, Goodby & Silverstein's advertising tips are simple but effective. By focusing on the big idea, using humor to connect with your audience, making your message simple and memorable, incorporating emotion into your advertising, and taking risks, you can create campaigns that stand out in a crowded marketplace. Whether you're working with a small startup or a multinational corporation, these tips can help you achieve your advertising goals and connect with your audience in a meaningful way.
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