Rich Schefren argues that while marketers obsess over offers, ad creatives are what actually drives results. As platforms rely more on algorithms and AI, the creative pulling traffic matters more than the deal itself.
Offer is king. You'll hear every marketer say it, but believe it or not, there's something even more important that they all overlook. It's a skill set that has become increasingly important, especially in today's times. You see, if you're selling anything online, you need to learn this because it's going to be the core driver not only in your marketing moving forward, but also in your business's performance for at least the next five years. And what I'm talking about is ad creatives. You see, the offer is only as good as the ad creative that is driving traffic to it, whether it's a paid or organic. The top media buyers I know know have been telling me this for years, that media buying is a dying game because the platforms are taking control away from the advertiser and giving it more and more to the algorithm and AI. The more this happens, the more the creative will be the core driver of the whole effectiveness of your advertising and your business. So you need a great offer, but it's not everything. Ultimately, your creatives will either make or break your offer.
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