It’s bullshit and you know that. You, me and everyone else simply love ads. It’s the only way for us to learn about some new stuff, discounts and opportunities.
What many advertisers don’t understand is that it’s not about the color and fancy image. It’s about two other features that stimulate the part of the brain responsible for emotions.
Ad has to be inviting
Only a handful of marketers
For example, when was the last time you saw the billboard with a line: “Come on in,” or “Our doors are open for you,” or “We are
These kinds of messages were the
And the best you can get with an Internet ad is: “visit wwwdotmoregoddmanbullshitdotcom.” So inspirational
Do you bust in the house of the total stranger?
But if you meet him on a street and he says: “Hey neighbor, how about a beer at my place?” would you follow him inside his house?
On the other hand, if he says something like: “Drop in
Do you see the point?
Some XY company is a stranger. An alien. You might take a peek
Don’t be afraid to openly invite and greet people in your shop wherever it may be. It’s the very essence of establishing initial trust.
Ad has to be a solution
Why are you buying the toothpaste or fabric softener? You have a problem and you have to solve it. Plaque, yellowish-looking teeth and you want your clothes to smell good…
This is why you have 27 different types of Colgate toothpastes. Each time their competitors replicate their product, Colgate launches the new one. The same goes for the tablets or gels for dishwashers (3-in-1, 4-in-1, 7-in-1,
When you think about it, they sold bullshit with version #1 because they claimed the same thing as they do with version #7. Apparently version #1 sucked big time. And what’s funniest – how the fuck can that
And after a while they simply lose it. They don’t know how to say the same thing differently. This is why you have gaps in time between the two same products coming from the same company. They didn’t spend time inventing hot water all over again. They were thinking about the message.
For God’s sake how many ways are there to remove the freaking stain from your T-shirt?
Yet, you will buy that brand new detergent that is perfectly capable of removing the stain from your pants without causing damage. It’s the same feature the old one had. At least according to the claims in the ad.
OK, what’s the point of all of this?
People will buy crap if you know how to pack it fancy. And you can sell the same crap over and over again. You just have to change the message and the package. That’s all.
So if it’s so simple, how come some of them are successful and some shut down their operations within two years?
The latter failed to provide a solution through their messages. They failed to entice the feeling of excitement at the prospect of using their services.
This is the recipe for an effective ad: it has to invite and to provide a solution. Keep this in mind next time you start pushing some mediocre crap via Google AdWords or Facebook and wonder why the hell you’re not receiving any clicks.