The Calculator Concept

135168824_a23f67c327_s“A nickel ain’t worth a dime anymore.”
-Yogi Berra, baseball legend

Hard times and hard-hitting creative often go well together. More specifically, I’m thinking about creative – I’ll call it the calculator concept – that computes savings or demonstrates a financial benefit in dollars and cents. Examples follow.

An Avaya ad featured in B2B’s Chasers section is straightforward. The copy reads, “With Avaya Unified Communications for Small Business, we’re ready to grow.” The call to action, which serves as a link to a landing page, reads, “CALCULATE YOUR ROI >>.”

Here’s another example from last year’s election season. On the home page of, a headline read, “What’s Your Obama Tax Cut?” A calculator graphic accompanied the payoff copy: “Barack Obama’s plan will cut taxes for 95 percent of workers and their families.” The click-button copy was “FIND OUT.”

Whether used in B2B, B2C, or even politics, the calculator concept is solid because it focuses like a laser beam on a monetary benefit. That’s a smart creative strategy in hard times.

(Image: atomicshark/Flickr)


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