The best ads don’t talk at the audience, and they don’t talk down to them either. In fact, the very best and most effective ads don’t talk to an audience at all. They talk to a person, one person.
Although we use mass media to distribute our advertising messages, you must never forget that you are talking to one person at a time. Your advertising must be able to connect on an intimate, personal level with each person who comes in contact with it.
I personally have no idea how to write an ad to an audience of 18-25 year-old single females who earn $22,000 to $25,000 a year, drive two-door cars and live alone in rented apartments.
But I know how to hold a conversation with one of them. And if I can create an ad that has this same conversational feel that touches them on an emotional level, they will most certainly pay attention.
This really isn’t that difficult. Your ads should be conversations, not lectures. The problem with most advertising is that it talks down to the audience. Frankly this happens when you try to talk to an audience and not a person. This way of thinking forces you to get down to the lowest common denominator by dumbing down your ads.
No wonder most ads are ignored. Why not use your ads to raise the bar. If you show respect for your audience, they’ll respect you for it. Why not let them finish a thought that you start? Maybe let them fill in a blank. And certainly you don’t have to be so literal!
Here’s the problem—when put in a position to create or approve an ad, a funny thing happens to many people. They stop thinking like a normal person and begin thinking like they believe they should. They become too professional, too rigid, too analytical.
They stress over the meaning of a single word in the body copy. They spend hours thinking about what might be wrong with the advertising. Think like a consumer. Guess what, you are a consumer. And consumers don’t spend hours with your ad. They rarely spend more than a few seconds with it.
If you over analyze it, if you worry too much, if you remove any hint of life, of passion, of outrageousness, you might as well churn out ads the read, “Red chainsaw with sharp blade for only $599” next to a picture of a red chainsaw.
Gives you chills, doesn’t it? Inspires you, huh? God I hope not.•
This article introduced the eighth of twelve steps. Challenge yourself, your staff and your advertising agency to revolutionize your ad program. If you missed a previous step, contact the author for a complimentary copy. And, remember, every revolution begins with just one step.
Jeff Berney is a freelance idealist, brand evangelist and writer. He can be reached at jeff@jberney.com.
© 2006
After more than a decade in the business, Jeff Berney offers more than a passion for prose. Above all, he is a strategic thinker, an idealist, a brand evangelist. The articles posted here are from his collection entitled, "Twelve Steps to Creating Breakthrough Advertising Campaigns: A creative philosophy to help companies recover from years of playing it safe." You can view his work or read his blog at www.jberney.com |
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