Effectiveness Papers- A Practical Guide: Part 2
The key point here is to think about the reader. Assume they don’t have much knowledge on your brand or category. The opening is key, the first third of a paper is important, because it builds the drama and their interest.
Remember judges are tired, they don’t know you, they don’t believe you and your case is not the first one they have read or will read - make it an oasis! They want to be surprised, entertained, respected, impressed, they want it to be easy to award, they need the context.
But, don’t focus on the story telling until you have looked at results, evidence and discounting factors.
Make sure you are telling just one story, not multiple stories. You can often stray from the story along the way, keep reading it for clarity.
Start at the end! What better place to start than with the proof. Start to gather the data and look for the killer proof that this was a success. There is no such thing as too many results at this point. For WaterWipes , my colleague’s killer point was that they had to build a new factory! Real effectiveness shows behavioural changes, not just attitudes and beliefs. Always choose the proof that relates to the objectives, as outlined.
When you are committing results to the final paper, only include the most compelling, otherwise it can be distracting or come off as ‘protesting too much’. Look for other evidence, it could come from reports, international standards or experience and it can help to contextualise your results.
Then join the dots.
Everything is important, each section and how they connect to each other, how your case ‘ladders’, and the results you include. Be ruthless and only use the important stuff. Go back through your paper and make sure it is coherent and reads as one paper. DO NOT hand off sections for others to write! Is there a story there? Can the reader feel your passion for it and belief in it? Check the paper for ‘tics’, everyone has them, the equivalent of teenagers using the word ‘like’ in the middle of sentences!
The judges are looking for clarity of case. They should feel the challenge you faced, the solution should inspire or surprise in some way and then show them what happened as a result. You will also need to reference specific factors and discount certain factors, it shows you understand the category factors at play and it also builds trust in your case. You can acknowledge that other factors played a part in your success, not the main part. It shows you have really thought about it.
Don’t presume the judges know your brand, the competitive situation or the market context. Close off the doubts one by one and get someone to call bullsh*t on the results or challenge them to ensure they stand up.
Your 5 Point Plan for Success:
1. Share your passion for the case, show the inside track- what went wrong? What were the set backs? Who were the heroes, villains and victims?
2. What’s the case? Results, evidence and discounting factors? Find the killer chart or proof point.
3. What is the argument? Insight, strategy and campaign
4. What’s the story? The very important wrap, that takes them on the journey through all of this and hopefully makes them sit up and take notice.
5. Answer their doubts and questions throughout your story - make it easy for them to say ‘YES’ to your case!
Good luck with it and if you haven’t already started, start now. The pain of leaving it late is just not worth it- believe me!
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