Ever wondered what it takes to create a hit record?
According to Taio Cruz, who wrote Umbrella, which was a chart-topping hit both here and in the United States, it’s very easy to explain. He argues that the two key ingredients are simplicity and repetition.
If you analyse the most successful songs they are choruses of four or five words and three notes, repeated.
To quote Cruz: “The audience can easily be distracted, so you want something they can sing along with immediately. It’s not rocket science.”
He was talking about writing a song, but he might just as easily have been talking about writing an advertisement.
Analyse any successful advertisement and you will find simplicity high on the list of attributes. The words used are simple and easy to understand.
The message and offer will be clear. It will be readily accessible through an enticing headline which immediately draws readers in and stops them becoming distracted by something else.
Once they’re there, it will retain their interest by repeating the ‘hook’ which got them there in the first place. Maybe the words will change a little (this is an advertisement after all, not a song) but the underlying message will remain.
It won’t attempt to confuse them by going off at a tangent, or changing the message ~ any more than a hit song is likely to divert off into a second chorus.
In an increasingly complex world, simplicity is like a breath of fresh air to overloaded brains. Simplicity works in music and it works in marketing. But simple and easy are not the same thing. Simplicity rarely comes easily…
Which is why in just about every field, a fortune awaits anyone who can create simplicity from complexity.
Kind Regards
John Harrison
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Kind Regards
John Harrison
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