It’s no longer enough to just tell your customers how great your product is and expect results. There’s hundreds of distractions competing for your customer’s time. Without something to grab their attention, you’re inviting them to leave.
What are your favorite recent ad campaigns and why? Chances are there was something funny about them, or at least stimulating. Something that grabbed your attention, and made you remember long after the spot was over.
When my dad and I watch any sporting event together, he has a favorite line during the commercial breaks. I should have gone into advertising. This line gets uttered for any commercial that just falls flat. It is said at least a few times a game, and the commercials that solicit this comment share one common trait—they’re bad.
As I write this blog, I’m sitting in a Starbucks across the lot from a Buffalo Wild Wings. I’m remembering the commercial that involved restaurant patrons putting in a request with a football ref for overtime, to stave off real life for that much longer. This spot works because it’s a creative and different way show just how much fun is possible while watching the big game in their restaurants.
Another that comes to mind is Dos Equis, with the most interesting man in the world. Not all of these commercials are equally interesting and outrageous, but some of them are pretty funny. Heck, sometimes the guy bowls overhand, and his bird bath has been known to attract Bald Eagles. That’s somebody anybody would want to know.
Another one that comes to mind for me is the Old Spice man your man could smell like. These commercials are just beautifully delivered, and memorable for their highly juxtaposed imagery. He’s on a boat. He’s on a horse. He’s on a beach. He’s also not your man, but he is the man your man could smell like. It’s so highly original that it is something bound to be remembered.
In the written world, Groupon has done a great job of providing some of this captivating copy. They go out of their way to captivate you with a funny or outrageous message before offering their deal.
Sure the beer and deodorants listed above are Fortune 500 caliber. Any business would benefit from a creative, strong message, though. Accountants, attorneys, restaurants, retail—it doesn’t matter. All businesses can benefit from a strong message.
It’s up to you to develop the message that works for your business. Don’t be afraid to outsource the marketing copy, and ask for something creative. Your business will benefit.
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