How to create powerful messages that grab people’s attention and spread like wildfire.
It boils down to these 7 core ingredients, according to advertising legend Rory Sutherland.
I've always wondered why some advertising campaigns are effective, provoke reactions and even go viral.
While others sizzle away silently.
The common thought would be, “they have good creative.”
Ok, but what makes the creative so good?
No one knows…
But a month ago, I had sort of an epiphany moment when I was reading advertising legend Rory Sutherland's "Alchemy".
He said in the book.
"All powerful messages must contain an element of
• absurdity
• illogicality
• costliness
• disproportion
• inefficiency
• scarcity
• difficulty
• or extravagance
[-...] because rational behavior and talk, for all their strengths, convey no meaning.[….]"
After reading that, I started noticing these elements in various well-executed powerful “messages.”
Ads, viral videos, amazing cold emails, landing pages, good brand narratives, provoking viral tweets, hard-to-resist sales offers, etc.
We think of ourselves as rational beings.
But in fact, above all, we are emotional & irrational.
That’s why messages that have some of that 7-ingredient smoothie grab our attention.
They aren't rational & normal.
Rational = predictable. Doesn’t stand out.
But irrationality, scarcity, absurdity - all those things do stand out.
And intrigue us.
There's a reason why firemen (brave & irrational) are hot, not finance bros (logical & rational).
(Essentially because of our very primal brain, signaling & evolutionary needs).
Therefore, to create campaigns, messages, and ideas that grab attention, influence people, and make them talk about it, throw these ingredients in.
PS. Rory suggested that if you don’t have money - costliness, if not money, can be talent, creativity, effort, time, skill, humor, or bravery.