OH. MY. DOG!!!!

Did you hear the big news?? Creative is more effective than targeting, brand, and reach . . . like, all put together!!

Seriously, I almost fell out of my chair when I saw the stats because . . . c’mon.

Even though we all kinda thought this all along, those dang data nerds, those growth hackers, those marketing automation peeps, and anyone with a button to push or a dial to turn have had us convinced that we were going to science our way to success.

But it turns out, friends, that CREATIVE is 49% of sales effect!

Here are the numbers . . .

Clearly this slide was NOT made by a creative. Appearance - ick (I recommend a GTP workshop). But insight? Ooh la la!

OK, now if you read the fine print, you’ll see this was measured on TV and Radio ads, but still . . . imagine for a second that we live in a common sense world. (Don’t even get me started . . .)

In our common sense world, wouldn’t it make common sense that if the CREATIVE is what really drives most of the sales on TV and Radio . . . that it might also be true on billboards, on social media, on your website, and  . . . well . . . any place that invites you to remember something?

But, how could this be??? STORY.

Woooo, it’s a good day to be in storytelling and messaging strategy.  Yessssss.

But let’s get serious for a minute and just ponder why this makes total sense.

• Creative marketing is more memorable because people remember stories better than facts.
• Creative marketing is more engaging because stories can draw people in and make them want to know more.
• Creative marketing can persuade people by making them feel a certain way and motivating them to take action.
• Creative marketing is more shareable because people are more likely to share stories with friends and family.
• Creative marketing is more effective because stories have been proven to drive sales and achieve marketing goals better than technical marketing. PROVEN!!

Ok, that’s my Public Service Announcement.

Now, for the creative part.

In the land of Biz Whiz, where the markets did spin,

One kid had a secret to help them all win.

More than brand strength, more than targeting, more than reach so extensive,

It was creative ideas, powerful and inventive.

Still, the Big Biz Buffoons, they boasted with might,

"We've got all the data, our targets are right!"

Yet sales were slow, their reach didn't help,

Their brand didn't lift them; they let out a yelp.

"Branding is solid, like mountains that stand,

Market share, loyalty, all carefully planned!”

But creative, dear friends, is a magical thing,

It dances and sparkles, it makes the heart sing!

So one day came Ziggy, the Whiz Kid of Fun,

With a pencil and paper, he showed how it’s done.

"It's not just your branding, nor targets so clear,

It's the spark in your stories that makes customers cheer!"

For when hearts are tickled, and imaginations take flight,

People remember, they share with delight.

Creative's the magic, the emotional glue,

It sticks in the mind, and makes sales soar too.

So the brands took a leap, they listened to Zig,

They made ads that were heartfelt, and even quite big!

They painted bold pictures, they wrote catchy tunes,

And the sales? They soared, where emotions ballooned.

Now Biz Whiz is bustling, it's bustling with cheer,

For they know that creative is what draws folks near.

It's not just the numbers, the data, the charts,

But the joy that you spark in good people’s hearts.

So remember, dear reader, be clever and bright,

When you craft your next ad, let your creativity take flight.

For when things resonate, and feelings are true,

Behavior changes, and sales follow too!

– Ginger Zumaeta, with AI assist.

#WordsMatter Have a great weekend!

Thanks for reading to the end. And as always, hit reply and say hey, and I’ll respond. 🙂

Warm regards. Until next time.

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