Jim Schibler
Product Management Leader
Bringing Clarity to a Complex World
RESULTS: Advertising
I've been a key contributor in various advertising campaigns. The before-and-after case on this page illustrates my ability to craft advertising that effectively catches reader attention and delivers compelling messages.
Marcom's Initial Comp
A new data system ad was needed on short notice soon after the Chromeleon 6 brochure was published. Staff in the Marketing Communications ("Marcom") department put together some elements from the brochure to create this draft ad. Although the elements were effective in the brochure, they did not work together effectively in this ad layout.
The graphics are strong and dynamic, but also cluttered and confusing. The sphere serves as a visual focal point, but it is too abstract to clearly convey a message. The sphere competes for attention with many other complex graphical elements, leaving the reader unsure where to look, what the significance of each element is, and how they relate to each other. The headline is long and does not directly resonate with a specific user need or pain; it begs a "so what?" response, and corresponds to only one of the numbered punch points. The graphics are too complex. The call-out lines from numbers to the graphics are difficult to follow, and two of them interfere with the reading of the product name.
Overall, the ad lacked clear messaging, contrast, emotional appeal, and a clear closing.
Ad After My Makeover
Applying neuromarketing principles I learned from Salesbrain, I redesigned the ad completely. The simple headline and the strong, clear, emotional main image both focus directly on the pain being felt by prospective customers in the target market: instrument users who did not like their software. Relief for the pain is spelled out immediately below the main image, in simple language that can be skimmed over or read in more detail. The now-happy user to the right of the punch points provides a clear emotional contrast to the earlier pain, and the closing statement provides a neat, memorable finish to the ad.