Branding, Design and Copywriting that Change Behavior

Benefit-Oriented Creative
In their marketing messages and materials, companies too often make the classic conversational mistake: they talk too much about themselves. Instead of focusing on the benefits from the buyer's point-of-view, they talk about features and functionality of their product or service without demonstrating an understanding of what the customer needs. The result is a missed opportunity to influence the purchasing behavior of the buyer.

At Overdrive, we help companies avoid this mistake by first identifying what messages would lead a prospective customer to buy a product or service. Through research and testing we determine the offers and calls to action that will encourage buyers to act now. And finally we include brand messaging that provides an emotional connection and builds a lasting relationship with the brand.

Overdrive's Creative Approach
Effective creative needs to do more then just look good or deliver information. It needs to get people to change their behavior and make a company's offerings a bigger part of their personal or professional lives. Our creative combines visual, verbal and tonal elements that meet four key criteria:

• Genuine – The best messaging is rooted in the fundamental truths about your brand and products. It prevents over promising and under delivering.
• Relevant – Your messaging should answer the first two important questions that prospects will ask about your advertising and the products you are selling: ‘Why should I care and what is in it for me?'
• Interesting – Many ads and their messages are lost in the clutter because they are too dull to be noticed. Communications that are crafted to capture and hold the attention of your audience are essential.
• Consistent – The only way to move something heavy – such as brand perceptions – is to apply consistent force over time in the same direction. Every message coming from your company should reinforce everything that came before it.