{"id":26566,"date":"2022-11-20T13:42:50","date_gmt":"2022-11-20T17:42:50","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=26566"},"modified":"2022-11-21T05:21:42","modified_gmt":"2022-11-21T09:21:42","slug":"creative-templates","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/11\/creative-templates\/","title":{"rendered":"Creative templates outperform thinking outside the box"},"content":{"rendered":"<h2>Templates more effective than brainstorming, free association<\/h2>\n<p>Can creativity be templated?<\/p>\n<figure id=\"attachment_26568\" aria-describedby=\"caption-attachment-26568\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26568\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/11\/creative-templates\/creative-templates\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/creative-templates.png\" data-orig-size=\"494,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"creative-templates\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Think inside the box&lt;\/strong&gt; Just a handful of techniques accounted for all of the ideas behind 200 top performing ads, found a team of Israeli researchers. &lt;a href=&quot;https:\/\/www.istockphoto.com\/photo\/man-empty-notes-on-finger-gm652222042-123961835&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by reklamlar&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/creative-templates-300x182.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/creative-templates.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/creative-templates.png\" alt=\"Creative templates\" title=\"Creative templates\" width=\"494\" height=\"300\" class=\"size-full wp-image-26568 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/creative-templates.png 494w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/creative-templates-300x182.png 300w\" data-sizes=\"(max-width: 494px) 100vw, 494px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 494px; --smush-placeholder-aspect-ratio: 494\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26568\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/11\/creative-templates\/creative-templates\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/creative-templates.png\" data-orig-size=\"494,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"creative-templates\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Think inside the box&lt;\/strong&gt; Just a handful of techniques accounted for all of the ideas behind 200 top performing ads, found a team of Israeli researchers. &lt;a href=&quot;https:\/\/www.istockphoto.com\/photo\/man-empty-notes-on-finger-gm652222042-123961835&quot; rel=&quot;noopener&quot; target=&quot;_blank&quot;&gt;&lt;em&gt;Image by reklamlar&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/creative-templates-300x182.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/creative-templates.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/creative-templates.png\" alt=\"Creative templates\" title=\"Creative templates\" width=\"494\" height=\"300\" class=\"size-full wp-image-26568\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/creative-templates.png 494w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/04\/creative-templates-300x182.png 300w\" sizes=\"(max-width: 494px) 100vw, 494px\" \/><\/noscript><figcaption id=\"caption-attachment-26568\" class=\"wp-caption-text\"><strong>Think inside the box<\/strong> Just a handful of techniques accounted for all of the ideas behind 200 top-performing ads, found a team of Israeli researchers. <a href=\"https:\/\/www.istockphoto.com\/photo\/man-empty-notes-on-finger-gm652222042-123961835\" rel=\"noopener\" target=\"_blank\"><em>Image by reklamlar<\/em><\/a><\/figcaption><\/figure>\n<p>Yes it can, according to a team of Israeli researchers.<\/p>\n<p>In 1999, the researchers studied 200 ads that had been award winners or finalists in top advertising competitions. The researchers found that nearly nine in 10 of the ads could be classified into six templates.<\/p>\n<p>Next, they studied 200 less successful ads \u2014 those that had not earned awards. The researchers found that only 2.5% of those ads could be classified into templates.<\/p>\n<p>\u201cThe surprising lesson of this story: Highly creative ads are more predictable than uncreative ones,\u201d write Chip and Dan Heath in <em>Made to Stick<\/em>. \u201cIt\u2019s like Tolstoy\u2019s quote: \u2018All happy families resemble each other, but each unhappy family is unhappy in its own way.\u2019 All creative ads resemble one another, but each loser is uncreative in its own way.\u201d<\/p>\n<p>Traditionally, creative idea-generation techniques have focused on a lack of system and logic. We try to brainstorm as many different ideas as we can. We say, \u201cthere are no bad ideas.\u201d We bring in diverse opinions through focus groups and free association.<\/p>\n<p>But what if we\u2019re wrong?<\/p>\n<h3>Find the patterns.<\/h3>\n<p>A better approach, according to the Israeli researchers, is to identify patterns in successful communications and brainstorm ways to implement those patterns.<\/p>\n<p>This approach itself follows a pattern in creative thinking.<\/p>\n<p>The researchers found that nearly nine in 10 of the ads could be classified into six templates.<\/p>\n<p>Next time you\u2019re developing creative campaign, use these proven templates to jump-start your ideas:<\/p>\n<h4><strong>1. Pictoral analogy<\/strong><\/h4>\n<p>This approach merges or replaces your central image with another one. An ad for the French Open Tennis Championship, for instance, featured a tennis ball shaped like a croissant.<\/p>\n<p>You can see the thinking behind this ad:<\/p>\n<h5 class=\"standalone\">What images depict tennis? What images depict France? How do I merge the two?<\/h5>\n<p>More than one-third of the top-rated ads in the study used this template.<\/p>\n<h4><strong>2. Consequences<\/strong><\/h4>\n<p>For this approach, point out unexpected consequences of a product attribute. A commercial for car loudspeakers, for instance, showed a bridge on the verge of collapse when the speakers of a car parked on it were turned way up.<\/p>\n<p>To use this template, ask:<\/p>\n<h5 class=\"standalone\">What\u2019s a key feature of our product or service? How can we exaggerate the consequences of using \u2014 or failing to use \u2014 this feature?<\/h5>\n<p>More than 18% of the top-rated ads in the study used this template.<\/p>\n<h4><strong>3. Extreme situation<\/strong><\/h4>\n<p>This approach shows a product performing under unusual circumstances or exaggerates a product\u2019s features to the point of absurdity. A commercial for locks, for instance, shows a woman barking at burglars to scare them away.<\/p>\n<p>For this approach, you say:<\/p>\n<h5 class=\"standalone\">You don\u2019t have to buy our product. Alternatives for achieving the same results include [something ridiculous].<\/h5>\n<p>Some 12% of the top-rated ads in the study used this template.<\/p>\n<h4><strong>4. Competition<\/strong><\/h4>\n<p>For this approach, show your product or service winning in competition with something else. One ad, for instance, shows a person trying to decide whether to answer a ringing phone or finish eating the advertised cereal.<\/p>\n<p>Nearly 10% of the top-rated ads in the study used this template.<\/p>\n<h4><strong>5. Dimensionality alteration<\/strong><\/h4>\n<p>A woman is arguing with her husband for canceling his life insurance. In a moment it becomes clear that the scene occurs after he has died, during a s\u00e9ance.<\/p>\n<h5 class=\"standalone\">For dimensionality alteration, manipulate a product\u2019s relationship with time, space or some other aspect of its environment.<\/h5>\n<p>Nearly 10% of the top-rated ads in the study used this template.<\/p>\n<h4><strong>6. Interactive experiment<\/strong><\/h4>\n<p>For this template, you invite the viewer to perform or to imagine performing an experiment that demonstrates a need or problem that your product or service can solve.<\/p>\n<p>One ad, for example, included a large black square. When the audience member shakes her head over the square, she can see that she needs dandruff shampoo.<\/p>\n<h5 class=\"standalone\">How can you demonstrate the need for your solution in action?<\/h5>\n<p>About 6% of the top-rated ads in the study used this template.<\/p>\n<h3>Can creativity be taught?<\/h3>\n<p>Next, the Israeli researchers took a group of novices \u2014 people with no advertising experience at all \u2014 and broke them into three teams.<\/p>\n<ol>\n<li><strong>Team One trained for two hours<\/strong> on how to use the six creative templates.<\/li>\n<li><strong>Team Two learned about classic idea-generation techniques<\/strong> like free-association and brainstorming.<\/li>\n<li><strong>Team Three received no training<\/strong> at all.<\/li>\n<\/ol>\n<p>Those who\u2019d learned the templates created more creative, memorable and effective ads than the other two teams.<\/p>\n<p>The researchers tested the top ads with consumers. Team One\u2019s ads were rated 50% more creative and 55% more effective at creating a positive attitude toward the products advertised.<\/p>\n<p>The next day, the customers were asked to recall the ads. Team One\u2019s ads were remembered 45% more often than Team Two\u2019s \u2014 and twice as often as Team Three\u2019s.<\/p>\n<h3>Why reinvent the wheel?<\/h3>\n<p>Call it thinking inside the box: The irony is that frameworks, formulas and templates like these can actually help you come up with more effective creative ideas than \u201cfree-thinking\u201d techniques.<\/p>\n<p>_____<\/p>\n<p>Sources: Jacob Goldenberg, David Mazursky, and Sorin Solomon, \u201cThe Fundamental Templates of Quality Ads,\u201d <em>Marketing Science<\/em> 18 (1999), 333-51<\/p>\n<p>Chip Heath and Dan Heath, <a href=\"http:\/\/www.amazon.com\/gp\/product\/1400064287?ie=UTF8&amp;tag=wwwwyliecomco-20&amp;linkCode=as2&amp;camp=1789&amp;creative=9325&amp;creativeASIN=1400064287\" target=\"_blank\" rel=\"noopener\"><em>Made to Stick: Why Some Ideas Survive and Others Die<\/em><\/a>, Random House, 2007<\/p>\n<div id='MC-BEF-OVW' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-41\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Write Better, Easier and Faster - Ann Wylie's writing-process workshops\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/writing-process-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/writing-process-training.png\" alt=\"Write Better, Easier and Faster - Ann Wylie's writing-process workshops\" title=\"Write Better, Easier and Faster - Ann Wylie's writing-process workshops\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/writing-process-training.png\" alt=\"Write Better, Easier and Faster - Ann Wylie's writing-process workshops\" title=\"Write Better, Easier and Faster - Ann Wylie's writing-process workshops\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Work with \u2014 not against \u2014 your brain<\/h3>\r\n<p>While we talk a lot about what to write \u2014 More stories! 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