Pricken’s KickStart Guide
Really great book… we should all go buy a copy…
Without Words
- How could the USP be depicted without words?
- Are there scenes or situations in which the product benefit could be conveyed without words?
- How can the benefit be portrayed in one picture?
- How might the USP be communicated in a silent film?
- How can the benefit be summed up without words in a simple picture?
- How could a story be told in simple sign language?
Mixing and Matching
- How can the product be combined with something else in order to make the USP clearer?:
– Mixing the two together?
– Collage?
– Selection?
– Rearrangement?
– Combine several objects to make one?
- How can the problem and solution be combined to make the product message unambiguously clear in a single picture.
Comparative Juxtaposition
- What before-and-after comparison could underline the product benefit?
- What can the product be compared with, to make the benefit obvious at a glance.
- What kind of juxtaposition could represent both the problem and the solution in surprising, provocative or humorous terms?
- How can the benefit be communicated by comparing the product with something from a completely unrelated context?
Repetition and Accumulation
- How can the product benefit be emphasized by repetition?
- How can repetition attract attention, and represent the problem situation in a witty, provocative or exaggerated way?
- How can the benefit be reinforced by an accumulation of problem situations?
Exaggeration
- What exaggeration could represent the benefit more forcefully?:
– What can be added?
– Make it bigger? Longer? Heavier? Thicker?
– give it added value?
– Increase the number of components?
– Multiply by tow? By twenty?
– the sky’s the limit?
- what reduction, no matter how extreme, could represent the USP more forcefully?:
– What can it do without?
– make it more compact?
– Smaller? Shorter? Flatter?
– More aerodynamic? Lighter?
– Can the parts be shown separately?
Turn it right around
- How can the benefit be depicted by inverting something familiar into its opposite?:
– Convert the benefit into a disadvantage?
– Show the negative instead of the positive?
– Achieve the opposite of the USP?
– Turn it upside down? Reverse roles?
– Change the perspective of hte people involved?
– Switch cause and effect?
Omission and Suggestion
- What could replaced the product? Who or what could take its place in order to focus on the USP?
- How can attention be attracted by omissions in headlines, copy, spoken dialogue or TV spots?
- What can be reduced or removed to emphasize the benefit?
- How can the product be reduced to its essentials?
- How can the product, packaging or benefit be represented, or replaced, by suggestion?
Paradoxes and Optical Illusions
- How can a paradoxical or contradictory statement emphasize the benefit of a product or service?
- How could an optical illusion represent a product feature visually?
- How can an optical illusion attract attention by making the target group play a game?
Provocation and shock tactics
- How can the product or its benefit be depicted provocatively?
- what has no one else ever associated with this product?
- What would no one dare to say about the product?
- Can you break a taboo, or provoke the target group by other means, to draw attention to the product message?
- How can you use a provocative allusion or double meaning to make the target group think?
- How could the product be depicted to have an especially horrifying or funny effect?
- How could it be made to scandalize or provoke?
0 How can shock be used to dramatize the product benefit?
Playing with Time
- What effects does time have on the product or the user?
- How will the product change the user’s future?
- What possibilities does it open up? How will it affect the way the user now views the past?
- How might the user have had to solve problems previously without the product?
- Where does the new product take the user?
- What can be used from anywhere in history to throw positive light on the USP?
- How can the product be associated with historical events in a way that emphasizes its benefit?
- What vision of the future or futuristic image can help to make a product feature visible at a glance?
A change of perspective
- How can the product be presented from the viewpoint of other creatures, things or events associated with it?
- how can playing with extreme close-up or extreme distance communicate something about the product or service?