Chapter 11: What is Advertising Creative? — Resonance over Showmanship

1. The Myth: “Creative is Art”

The sole mission of a creative in online marketing is: Catch the eye within 0.5 seconds and lead the user to the desired action. If your ad is beautiful but users don’t remember what you sell, it’s a failure.

2. The Three Pillars of a Selling Creative

• A. Hook (First 3 seconds): Stop them from scrolling.
• B. Body (The Value): Why should they care? Not about you, about them.
• C. CTA (Call to Action): What should they do next? Click, buy, or consult.

3. Brand in Action: Apple and “Shot on iPhone”

• Traditional way: Experts talking about sensors, f-stops, and lens groups.
• Apple way: A stunning photo taken by a regular user.
• The Logic: It doesn’t sell a phone; it sells the vision of “who you can become” with that phone.

4. The Magnet Rule

Good creative should act like a magnet: attract the right people and repel the wrong ones. If you’re a premium brand using a “cheap prank” style, you’ll get clicks—but they’ll be the wrong ones.

Next Chapter: Chapter 12: Common Creative Structures. The 5 templates top marketers use.