If You Are Scared Your Advertising Won’t Work

Have you ever laughed about someone who’s “a real character”. You know the kind of guy everyone shakes their head about, thinking “I’d never want to be like him”. It could be a former classmate at primary school or a friend who thrived on making people laugh.

If you try and remember people 20 years on , you are likely to remember those people first, right? But what exactly made you remember them?

It’s like scanning the paper, driving home, walking to lunch, you are not going to report to your loved ones the same old mundane things that have always been there.

But should a purple cow,  a monkey or an elephant happen to be on your path you are sure to pop out of your Theta state and suddenly remember every detail.  Later on you will no doubt be quite animated when telling the story.

Now think about the ads that you notice on the newspaper, or online. Notice the emails that you scan and delete versus the ones that you actually read. What about the websites that you vividly remember? Or the classified that jump at you in the midst of the usual? What do they have in common?

Mostly they are daring, outrageous but still respectful, funny, unusual, compelling, thought provoking, and every single time they are high energy. What they are NOT? Safe, self conscious, predictable, PC, low energy, repetitive and boring.

So your logo and a few graphics in the same spot every week are not going to cut it. Your monthly “Email Newsletter” as a headline is going straight to the recycle bin, and your radio ad with your name repeated 5 times is not going to sneak magically into your market’s subconscious…

So next time you write any sort of communication for your target market, make sure you start on high energy, and don’t be scared and self conscious, or your advertising will flop

 

 

 

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