Words: you have what it takes to motivate people to action

I thought I was going to go a whole year without mentioning Super Bowl ads. No luck. Because an amazing ad for Google came up:

Or watch it here on YouTube.

The Neuromarketing blog noted at The Power of Text that the Google ad, which is made up of typed words (and some well-done sound-design) was #4 (of 60-some total Super Bowl ads) for “neuro-engagement” — that is, the amount of brain activity it prompted. It was also one of the most-remembered ads when research subjects were surveyed.

But where’s the CGI? The exotic locations? The semi-naked women?

Guess what? Words are powerful. Among the highest-budget, most sweated-over ads in existence, a bunch of words won the day. As Neuromarketing noted:

… even in a highly visual medium like television, properly used text can beat commercials with amazing imagery and production values. … what made this ad work is that the text told a compelling story…. This remarkable Google commercial is further proof that text can be amazingly powerful when it tells a story.

So next time you get envious of whiz-bang YouTube videos or other high-production media, remember this: If you can write well, you have everything you need already.

Tell great stories.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff BrooksJeff Brooks has been serving the nonprofit community for more than 35 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com. More.


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The future of fundraising is not about social media, online video, or SEM. It’s not about any technology, medium, or technique. It’s about donors. If you need to raise funds from donors, you need to study them, respect them, and build everything you do around them. And the future? It’s already here. More.

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Jeff Brooks has been serving the nonprofit community for more than 30 years and blogging about it since 2005. He considers fundraising the most noble of pursuits and hopes you’ll join him in that opinion. You can reach him at jeff [at] jeff-brooks [dot] com.

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