Why Most Ads Don't Work
Copyright © 2007 Evolve Marketing Ltd. All rights reserved.
Most advertisements are not written to persuade, they're written not to offend.
If you're like the majority of people, you worry needlessly about people not liking your ads. Do you believe people have to like your ad for the ad to be effective?
You do?
I suppose you loathe the "Show us your crack" ads run by Novus Windscreen Repair? And I'm guessing you refuse to buy pizza from those blasphemous heathens at Hell?
Want me to let you in on a secret?
Their owners are raking in the dollars. Are you?
Here's some alternative thinking that might prod you into moving on from the herd...
The David Lee Roth guide to becoming a legend
... and pissing people off
The Van Halen reunion tour was announced today. After 22 long years, David Lee Roth will be back where he belongs.
Outside of the Van Halen faithful, David Lee Roth is considered one of the most egotistical and arrogant wankers in the history of rock and roll, but that doesn't change the fact that he's a legend.
The 1983 Rolling Stone Record Guide called Roth "the most obnoxious singer in human history, an achievement notable in the face of long tradition and heavy competition." Rolling Stone played right into Dave's hands and caused those who loved Roth to love him even more.
People who hate him don't want to believe that he purposefully set out to create a larger-than-life caricature of the rock and roll lead singer, but Roth doesn't care about those people. He cares about the fans who love him - the ones who have waited over two decades to see him front Van Halen again.
If Roth had not created and lived a persona that caused passionate reactions and polarised people, he'd have been forgotten long ago. You may have forgotten him, but millions in his target market clearly have not.
The risk of insult is the price of clarity
Roy H Williams, the Wizard of Ads, says the customers who cost you money are the ones you never see; the ones who don't come in because your ads never got their attention. He lists "Decorating without Persuading" as one of the 4 biggest mistakes made by advertisers...
Graphic artists will often create a visual style and call it "branding." This is fine if your product is fashion, a fragrance, an attitude or a lifestyle, but God help you if you sell a service or a product that's meant to perform.
"Do you like the ad?" asks the graphic artist.
"Yes, it's perfect," replies the client, "the colours create the right mood and the images feel exactly right. I think it represents us well."
Sorry, but your banker disagrees.
Hey, I've got an idea; why don't you and Artsy go home and redecorate the living room? Me? I'll stay here and ruffle some feathers and sell some stuff. I hope you don't mind.
How your advertising can sell more stuff
Advertising legend David Ogilvy knew a thing or two about selling...
"I do not regard advertising as entertainment or art form, but as a medium of information," he wrote. "When I write an advertisement, I don't want you to tell me that you find it 'creative.' I want you to find it so interesting that you buy the product."
The moral of the story is not to focus on those whose feathers you've ruffled, but those who've bought your stuff.
Do you want your advertising to be "liked", or do you want to sell more stuff?
Go ruffle some feathers.
Blatant plug
Looking at advertising agencies? We don't write conventional advertisements because we don't want conventional results. Do you? Give Evolve a call on (09) 3600-120 or email brandon@evolve.co.nz [No spam please]
