So, where did we become jaded?
Probably about the time we got our first multi-level marketing pitch … or perhaps when we started seeing and hearing commercials shouting at us about SALES of 60% Off, 70% Off, and More! Or perhaps it happened when we received a letter from a time share company promising that after listening to a pleasant sales pitch we will be given one of the following prizes: a Cadillac Eldorado, or a sport boat, or a $10,000 savings bond, or a Harley, or a new Rolex watch. “Golly gee whiz, I can hardly wait to pick up one of these wonderful FREE gifts.” Right (we respond sarcastically)!
Loud music, brightly colored balloons and exploding fireworks, fast-talking pitchmen reciting worn-out clichés doesn’t work well any more -- although many advertisers haven’t figured that out yet.
To be successful, I think your ad messages need to offer products or services that are demonstratively better. It is no longer enough to simply tell bigger and bigger lies in a louder voice than the other guys.
If you want your advertising to be productive, you must have a story to tell and tell it persuasively. No hype. No spin. No fireworks.
We must realize the consumers’ reluctance to believe in trite and unsubstantiated claims.
Instead, we must volunteer the proof they need. It needs to be convincing. It needs to be overwhelming. It needs to be consistent. It needs to be sure.
Failure to do this will result in diminishing returns as consumer skepticism increases. America is no longer naïve. Don’t believe it? Check the approval ratings of Congress and you’ll get a good feel how the public feels about liars, cheaters and thieves.
Mr. Dana KehrPro Marketing Northwest
PO Box 731413
Puyallup, WA 98373
P.S. Need ads that honestly tell your story? Give me a call! It’s what I do!