McDonald’s sells more burgers than any other fast food joint in the world. But have you ever stopped to wonder what makes their burgers stand out from others? Why are people always flocking for a Quarter Pounder or a Big Mac with extra cheese whenever they crave fast food? If you think about it, it’s not because they have the best-tasting burgers out there (I bet you can name five joints that have tastier ones). Even so, these guys can’t outsell McDonald’s even with their combined revenue. And the fast-food behemoth’s strategic ad campaign plays a vital part in this. So, what makes ad campaigns from McDonald’s so effective?
The Message of Simplicity
Simplicity is something McDonald’s is great at. Their slogans are catchy and stark. Instead of assaulting viewers with excessive information in a single ad, they like to keep it “short and sweet” with memorable brand messages. Need a good example? Think of Justin Timberlake’s “I’m lovin’ it” jingle.
An Unforgettable Brand Message
Imagine if ads from McDonald’s looked like this: A scene opens in a verdant, grassy pasture. The sun dramatically rises in the east, throwing its amber light on cows mooing and grazing on the soft grass. The team then carries them in a truck to the main processing plant. The cows are then shown being slaughtered to produce a delicious beef patty. (We’d rather stop here.) Obviously, no sane person would ever want to sit through such a commercial. People don’t want to know HOW a burger is made—they just want to bite into a scrumptiously juicy, hot burger. The point is: a successful campaign is not defined by how much content you’re able to fit in. Instead, consider how well it connects with your ideal market.
The Art of Creating Simple, Memorable Messages
At BoostYourCampaign, we’ve crafted thousands of ad messages for crowdfunding campaigns that made more than $100k as well as ad campaigns for established brands and corporations. Throughout this journey, we’ve discovered a remarkable strategy that successful campaigns often use. But before we talk about it in detail, here’s an important message for small businesses who like to connect better with their audiences through their content: Most small businesses don’t have an official marketing specialist or department. In most cases, the owner guides the entire marketing strategy. Unaware of best practices in sales writing and marketing, they inadvertently cram lots of information in a single ad.
Being the owner of the business, they deeply care about every tiny detail of the services, products, and journey of the establishment. Without recognizing that their customers are not them
, they start cramming every bit of information in their ads. As a result, their messaging is all over the place. It then becomes a challenge for their customers to identify what the initial offer was. The whole picture just blurs and the message loses its effectiveness altogether.
If Everything Is Important, Nothing Is
People frequently throw around the term “too much information,” but they are so oblivious to it when creating ad campaigns. In the case of McDonald’s, they stick to ads that are simple and entertaining. They get straight to the ‘meat’ of the offer. Telling the detailed process is not their objective. Rather, they aim to engage
, and ask
. These factors are present in almost every successful ad campaign.
Not every customer entering your crowdfunding campaign or online store will be your ideal customer. Frankly, you don’t even need to convert them into one. The internet is swarming with millions of ads, and there’s a huge chance that your ad could get buried in the noise. You need a way to make your brand unique and pop out from the rest. Therefore, instead of using your resources to create long, boring, and confusing ad campaigns, make your ads memorable and unique. You can achieve this by keeping your messages simple, engaging, and entertaining. Don’t know how to start? We can help!