When people first get into advertising, especially on the creative side, they find it easier to simply come out and say what they think the product or service is all about. Being direct, it seems, is the best way to get to the consumer. Tell them the product is great, they'll get the message and the job is done.
A Direct Order or Brazen Claim Will Not Do The Job
This is not how advertising works. Well, it's not how good advertising works anyway. Outside of the world that is advertising and selling, messages are a simple enough concept to understand.
For example: "That guy is about to get run over by a car. I'll warn him…HEY, move, there's a car coming!!"
The pedestrian moves, the message was received loud and clear and everything is fine. This does not work in advertising. It's too blunt an instrument and does not take into account the many other factors that determine how the message will be received, who is receiving it, and how they will interpret it.
For example: "I want Joe to buy my new paint roller, it covers in twice the time and uses half the paint. HEY JOE, buy this paint roller, it's way faster and uses less paint!!"
Although the message is personal, Joe doesn't like being yelled at. He also doesn't know the salesman, has no reason to believe him, and doesn't like the overall attitude of the message. Result: it's either ignored, or leaves Joe with a really negative reaction about the salesman.
In the first case, the message was direct because it needed to be and required only the proof that was given…the car was indeed coming at the pedestrian. In turn, the pedestrian obeyed the message and moved.
In the second case, it's more complex. A simple "buy it now" message won't work because there is much more proof required. Without it, the message is falling on deaf ears. And because it's an aggressive message, it puts the consumer in the defensive mode.
To Really Understand This, Consider the Comedian…
Here's a perfect example, illustrated so well in Jeremy Bullmore's excellent book "Behind the Scenes in Advertising." (Also check out Apples, Insights and Mad Inventors.)
You go out for the evening with your friends and decide to see some stand up comedy. The first comedian to take the stage is smartly dressed, confident and seems to have the world in the palm of his hand. Then he says:
"Hey everyone, I'm funny!" There may be a few chuckles, probably awkward ones. But he continues: "No seriously, I'm really funny. I tell the best jokes. I make people laugh all the time. I am a really funny guy. So funny I am recommended by tons of other comedians. Why aren't you laughing, I'm funny!"
The problem is simple. He wants the audience to laugh, but telling them he's funny will not do it. He wants them to understand that he's funny, but he cannot just say it. He has to prove it. If he wants success, he must think about what he wants the audience to do - laugh - and then do something to elicit that response - tell a joke or do something funny.
This is a prime example of "don't say it, prove it." And it can be applied to anything. Replace the comedian with a print ad for a brand you know well, any brand, and the audience with consumers. Would they buy anything just because you told them to?
What Could The Salesman Have Done To Get Joe's Business?
How about a simple demonstration? He takes a regular roller filled with paint and asks Joe to time him painting a section of wall. Then, he uses the new roller and asks Joe to time him again. The result is a quicker paint job, less paint used, and a convinced consumer. The response is different. Joe may not buy it because he may not be in the market for a new paint roller. But if he is, he has all the proof he needs. And getting over that huge hurdle turns a prospect into a paying customer. Now, if the price is right, it's a slam dunk.
Remember, Proving Your Point Is The Basis Of Great Advertising
The classic Volkswagen ads created by Doyle Dane Bernbach are some of the best ever done in this vein. They created ad after ad that proved a point about the car, whether it was about the thickness of the paint, the quality of the engine, the gas consumption or the resale value. It all came with proof, but was done with the skill and wit that only DDB could have done at the time. And the copywriting was beautiful.
Sadly, few advertisers take the time and trouble to prove a point these days. It's become a case of "grab their attention, finish on a logo and a web address." Big mistake. Prove your point in the ad, make the case, give them a way to buy. After that, it's easy money.
