Friends, it’s true. I work in the industry and I believe 90% of advertising is pollution. Gasp! “We have the best price, the best performance, the best services, blah, blah, blah…” We’ve heard these lines repetitively and they have been used so much, whether true or not, they feel like lies. Double gasp!
As advertisers, we have a responsibility to create ideas that matter. (More than shoes) Sadly, sometimes businesses choose to take the easy way out, adding to the noise and confusion. You know, like boring people to death. (lame-sauce) Double shame!
So, what is great advertising? What does it look like? Why should you care?
Great advertising is truth well told. It’s an idea that resonates – REALLY resonates – with your customer. It’s a big idea that invites your customer to stop and think about your product. Effective advertising sets the mood for your brand and allows the customer to get lost in your product’s story. Worthwhile advertising is honest: 100% honest. Did I just blow your mind?
Great advertising understands how its audience acts and thinks. It also knows what its audience hates, loves, what they had for breakfast, their favorite color, where they go to work, why they don’t work, when they go to dinner, where they go to dinner, how they make dinner (looks like I’m hungry). You get the point! Resonance is established when communication with the targeted consumer is accurate, focusing on influential and specific wording, not just filler verbosity. Your customer doesn’t care how awesome you are (although my generation is very interested in finding a connection with you and knowing you are good people); they care about how wonderful your product makes them!
Resonance + Simplicity = Superb Advertising. I believe extraordinary ideas can make the biggest difference in the world.
Simply, ads that don’t resonate are a terrible waste of money. They pollute the world and make us yawn. Or cringe.
Is your company adding to the clamor, or are you one of the few telling an honest story that your audience adopts and calls their own?