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November 12, 2007 / davebirss

Creative Cheat Sheet: Part 10

Go on! Prove it!

If you’ve got a strong proposition about how your product is better than the rest, prove it. But do it in an interesting and surprising way.

Could you show your washing up liquid cleaning a truck full of plates as well as the truck? Could you show your car beating an F-15 fighter jet along a runway? Could you pile up coins higher than a house to demonstrate exactly how much your mortgage will save someone in the next 12 months?

Demonstrations have been used since the dawn of advertising. But that doesn’t mean  they’re out of date. Just remember two things: keep them honest and make them dramatic.

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