>> Thank you for reminding me!
I don’t know how I forgot this classic, but three of you almost immediately reminded me.
Watch it now…
I think the element of uncertainty makes the magic – lifts it from the dramatic to the unbeatable.
In the examples I gave two days ago (I’ve repeated them at the end) you already knew the product would be the hero.
But this is more extreme. There is more uncertainty. The stakes are higher. It’s like the daring young man on the flying trapeze – will he fall to his death?
Only it’s not a daring young man. It’s a sweet little defenceless chick. What if the poor chick gets boiled to death?
No matter how strong your claims dramatically showing how well your product works is 100x more convincing. Add emotions like fear, pity, uncertainty and you’re a winner.
Much of the stuff that’s put out now is – unless you’re an idiot – clearly lies and puffery. Not in the least convincing.
When you use Facebook (currently cavorting around committing crimes disguised as Meta) your promises lose force for a simple reason. You are in bad company. The tsunami of lies around you makes people wonder if your promises are valid.
You get tarred by the same brush; your brand is damaged. This matters even more than whether your message is persuasive.
On Friday I’ll tell you more by talking about a bank that’s taking a stand about where advertisers should choose their media – a stand I wager will pay off big-time.
After that sermon, thank you! I was very flattered by the number of people who wrote when I asked for their opinions.
I was delighted that you find me credible and interesting (well, all of you that wrote, anyhow.)
We strive to convey that credibility for all our clients.
If you need help making your product credible, interesting and desirable enough to pay for you really should get in touch.
I guarantee we can help.
Best,
Drayton
P.S. If you missed it on Monday – here are the ads you didn’t see…
The first is Will It Blend?
This product has been sold this way from 2006 all the way until last year (including some at-home pandemic specials).
It’s memorable, funny and dramatic.
Secondly if you haven’t seen it before here’s the TV ad widely regarded as the best ever (and some comments from me).
