It’s what we do here.
And what every other advertiser throughout all history has sought to do; to change a mind, to instill a belief, to evoke an action.
Strip away everything from the surface of the industry and you get to the “why” of advertising. To persuade ONE person is the lock for which all advertising minds are seeking the key – every hour, every minute, every day.
It has been two and a half millennia since Aristotle cracked open the mystery of persuasion for us all. In these long years since this truth has not altered.
The alchemy of persuasion?
“Ethos,” “Pathos,” and “Logos.”
Credibility, Emotion, and Reason.
These are the three foundational pillars of persuasion, and together they provide a fool-proof methodology to achieve something remarkable – the changing of somebody’s mind.
Consider this anecdote: there isn’t a parent alive who wouldn’t run into a burning building to save their child crying for help. The source is credible, the emotion is deep, and the reasons are abundant. “Persuaded” almost isn’t the right word, really… the parent is compelled to run into the flames and save their child.
Our brains love psychological shortcuts – those quick relays between input and meaning, and, when crafted skillfully, these can be used to inspire customers.
The problem with many creative agencies is they produce work that is too subjective, too expensive, and that strays too far away from your business. Your business, after all, is the true hero of your message, and it deserves to be introduced with a loud and clear voice to as wide an audience of consumers as possible, not clouded by weak, ineffective messaging.
Weak, ineffective messaging is precisely what has happened in the digital sphere. All the targeting and data has led to a bunch of otherwise highly intelligent people out-smarting their common sense. The Internet appears at first glance to be the perfect vehicle for advertising: real-time metrics, SEO, precise targeting, unlimited creative testing, etc… But, since these new liberties apply to everyone in the industry, users are bombarded with advertisements everytime they go online for any reason. So the question remains: how to engage your customer? Not surprisingly, the answer (“key”) becomes the oldest play in the book:
Reach one customer, with the right message, in the right way.
Over and over.
Thankfully, our clients make it easy on us – because they each offer great products we personally believe in. Our job, then, becomes simple: tell truth in the most persuasive way possible. As David Ogilvy said,
Tell the truth… but make it fascinating.
When we speak the Truth to our audience, from a source they trust, with emotive, informative language – they will take action. Every time. Because we have a formula, and it works. You can eliminate doubt from your success strategy by using our patented Audiolytics™ formula. It is a system that provides an objective approach to messaging, a structural framework for each advertisement, and a diagnostic tool for individual message development to let your product speak for itself. At Oxford Road, we use a binary evaluation methodology, including an expert review of 71 key data points to ensure optimal message design, guaranteeing enhanced performance across the board. Your Audiolytics™ report will show you the score of your current creative asset, as well as three critical optimization actions to guarantee improvement in your campaign performance TODAY.
Don’t let yourself or your great product lose a single audience member because of flawed message design. “Big idea” brand messaging is an attractive impulse, sure, but it is also an easy way to let the concrete realities of your business fall through the cracks of your ad campaign. Your audience is ready for your product or service to change their lives, and they’re ready RIGHT NOW. Take advantage of Oxford Road’s Audiolytics™ Formula and you will see a 15-30% performance improvement.
Are you persuaded?