Back in the 1760s, the great Dr Samuel Johnson delivered himself of the dictum that 'promise, large promise is the soul of advertising'. It's a good thought, a great thought; and I contend that what was true then is equally true today. But it seems to me that modern advertisers are tying themselves into unnecessary knots in an attempt to reach audiences which they believe are becoming increasingly indifferent to their blandishments.
Well, yes, markets are turning deaf ears and blind eyes, but they always have done, though not for the reasons generally espoused by the world's marketers. I am convinced that despite all the sophisticated research and marketing effort that goes into advertising these days, the real reason that markets are indifferent to advertising is because much of it ignores the many splendoured principle that people don't buy products, they buy the benefits of owning those products.
Today, the great proportion of advertisers don't deliver sales messages, they tell what they hope are emotive stories with which the market can empathise, then they drop the product in as an afterthought, hoping that enough emotional cross-communication has been achieved for people to reach for their credit cards. That it doesn't and people won't has resulted in huge advertising budget cut-backs in the developed world in recent years. Only a manufacturer who has taken leave of his senses will throw even more money at a strategy that doesn't work.
The strategy responsible operates under the title Emotional Sales Proposition (ESP), thought in some quarters to be an advance on the Unique Sales Proposition (USP) which, on the contrary, does actually work. What has been overlooked or, more likely, ignored, is that in developing the principle of the USP in the late 1950s, the brilliant Rosser Reeves was striving to replace an advertising strategy that had been in situ for 30 or so years and was fast running out of steam. What was the device he was hoping to supersede? Well, by any other name, it was the emotional sales proposition. I won't bore you with the detail, but if you'd like to find out more, you should lay your hands on Reeves' book, Reality in Advertising (MacGibbon & Kee ? 1961). It could be an eye-opener.
So, it's true ? the one thing we learn from history is that we never learn anything from history. Let's go back to Dr Johnson. It's worth remembering that the kind of advertising old Sam was talking about in the 18th century was fairly innocuous and largely unexceptionable. It could be read in coffee- house flyers, in chapbooks and in rudimentary newspapers; and it consisted of sales messages as diverse as where to get your wig powdered and the date of the next public hanging at Tyburn. Even so, the products and services on offer were as important to the people of the time as mobile phones and computers are to us.
In the human condition, nothing much changes. Our egos still need to be massaged and we are all in hot pursuit of happiness. Only our methods for achieving these goals, only our technologies, vary with time.
So the next time you are tempted to commit advertising, think about Sam Johnson and give your market a reason for owning your product. A good reason.
About The Author
Patrick Quinn is an award winning copywriter with 40 years' experience of the advertising business in London, Miami, Dublin and Edinburgh. He publishes a FREE monthly newsletter, AdBriefing. Subscriptions are available at: http://www.adbriefing.com
To bring great sales success, a great advertising technique is... Read More
In the business of marketing and advertising, it used to... Read More
There have been several ads promoting books and reports on... Read More
I got another one of those calls the other day...Can... Read More
Since most of us are always online and our business... Read More
A well-planned and properly executed marketing program should include a... Read More
1. You can get ad copy ideas by studying similar... Read More
This information is based on the principles of Laws of... Read More
Here is my personal list of things to do at... Read More
If you're a typical small business, you've probably been approached... Read More
The unnecessary and extensive use of female models in advertisements... Read More
FACT: Most people don't spend anywhere near enough time on... Read More
Here are a couple of tips for creating an eye... Read More
The ability to lead, persuade and influence are integral skills... Read More
Every community has 'em. Fast talkers who roll into town... Read More
"Do we need to cast a voice-over talent for this... Read More
The SKINNY on NewspapersUsing the paper is considered gospel by... Read More
Stand Out in Ways that Matter to Directory Users A... Read More
The internet offers you the opportunity to seek out jingle... Read More
Here's some easy ways to create signage that will attract,... Read More
Moving Message Signs are a unique, attention-grabbing way to communicate... Read More
Many people online are not using one of the best... Read More
Here's a fascinating idea.. Having noticed that there always seemed... Read More
What's the cheapest, most under-used marketing tool you have?The answer's... Read More
If you own a mobile detailing business or mobile car... Read More
Pay close attention and make it work the best for... Read More
Cinema advertising has always been an effective marketing tool for... Read More
A correspondent to AdBriefing, my monthly newsletter, has posed a... Read More
We already know this from our history books. If you... Read More
First and foremost - You should identify your target market.... Read More
Ever hear the term 'sexy' advertising? It's not necessarily what... Read More
When, some little time ago now, I first descended upon... Read More
Did you know generating positive media coverage is four times... Read More
The ability to lead, persuade and influence are integral skills... Read More
You've decided to try advertising your business with post cards.... Read More
1. Attract prospects with your headline Use your headline as... Read More
Do you know how to design and deploy a marketing... Read More
Are your business-to-business ads working for you? If they are... Read More
Big businesses get instant credibility with their well-known company name... Read More
Believe it or not, there are plenty of opportunities out... Read More
What if you can understand and control your customer's mind?... Read More
When you hear claims like??Best Lawnmower in the country?Absolute Lowest... Read More
Walk around any trade or consumer show and you will... Read More
Any idea? It's a question that more than a few... Read More
Most brochures that businesses put out today end up doing... Read More
Advertising will make or break your business. It is crucial... Read More
If you're a retailer and the only kind of advertising... Read More
Creating a logo to get you noticed.When you're branding a... Read More
Philadelphia retailer and US Postmaster General, John Wanamaker, once said,... Read More
CPR CPA CTR... what does it all mean? What it... Read More
Not everyone is aware of what are text adverts? Text... Read More
Give Us The Bottom Line!If you are like most people,... Read More
Many home improvement contractors attempt to use advertising to expand... Read More
The Pundits say the economy is slowly, but surely, recovering.... Read More
Electronic reader boards are the most efficient way to convey... Read More
When you spend money on an advertisement you want to... Read More
I got another one of those calls the other day...Can... Read More
A correspondent to AdBriefing, my monthly newsletter, has posed a... Read More
I just read some advertising suggestions on an Internet marketing... Read More
For most companies, gone are the days of spending money... Read More
The Ultimate, "Must-Have" Home-Based Business for YOU a Underemployed, Unemployed,... Read More
I recently completed a Marketing Makeover for an Ad that... Read More
You've decided to launch your advertising campaign but you have... Read More
Electronic display boards signify high priority messaging, allowing you to... Read More
Your business is listed in the Yellow Pages whether you... Read More
So many business people neglect this valuable asset that may... Read More
Advertising |