Have You Ever Noticed That Most Ads Suck?

For example... you probably saw and heard over 500 ads yesterday. How many of them do you even remember?

Do you know why so many ads suck? Because, sadly, many marketers and advertisers follow trends. If everyone's doing it, it must be right. The "thing" to do.

Tsk, tsk. I can just hear mother saying;
"And if your friends jumped off the bridge..."

Targeting is a good example. We all know that targeted ads are better than untargeted ads, right? But, what about value for the dollar? If a targeted ad costs twice as much, is it twice as effective? Not usually. Usually, the ad will still suck.

Of course, you don't want to advertise diapers in a fishing magazine, but let's not get carried away. I don't join mailing lists and interest groups based on all the products I buy. Do you?

One of the biggest flaws of targeting is that it assumes we all live and shop in a vacuum.

Are we all hermits? Do we have no loved ones, family, friends or co-workers who might pass on something we'd like? Or buy it as a gift? Do we never open a flier or email and say "Hey, honey - come look at THIS!"

So... WHY do most ads suck? Because they're boring. They look and sound like ads.

We're all pretty sick of ads... we see too many of them. That's why you can't remember even 10 percent of the ads you saw just yesterday.

The true secret of great advertising is to knock someone's socks off. Anyone's. Touch the heart, the head will follow.

If you've been around as long as me, you might remember the old Breck ad. The one where the girl with the gorgeous hair says "I told two friends... and they told two friends... and they told two friends..."

That - in a nutshell - is the essence of advertising. Knock someone's socks off. Anyone's! Not just with your ads, but with your products or services. They will help spread the word.

Of course, you don't have to believe a word of it. Go right ahead, jump off the bridge, nevermind what your mother said.

If your ad sucks, you can target all you want -
you're still going to miss the boat.

Feel welcome to reprint my articles as is. Please don't change them. All I ask in return is a credit link to my site. Thanks.


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