I’m going to lie to you.
Very shortly I’ll lie to you just like a lot of advertising does. And I won’t like it. It’ll feel icky. But a lot of advertising contains lies. Or super-stretched truths. Have you ever heard the radio ads with 12 seconds of a disclaimer at the end. That’s basically a warning to you that what they said previously in the ad was not completely accurate. I’ve even seen a small tiny disclaimer on the bottom of billboards. Seriously?
Reading this blog will make you rich and thin. It’ll boost your sex appeal tenfold. Within 2 months you’ll be able to quit your job and make 6 figures writing advertising copy for Fortune 500 companies.
Wow. Wouldn’t that be great? Maybe some of those things could possibly come true. But it wouldn’t be from only reading my blog. I should have had an attorney write a disclaimer for those statements. Then, it would be ethical, right?
I heard a radio ad for a car dealership recently and the disclaimer was sped up more than usual, and the audio levels were lowered. I had to crank my car radio to max to be able to hear it! Does that car dealer think that is the right thing to do? What about the radio station who allowed them to do that? They’re probably in violation with the FCC.
Everyone wants advertising that drives business NOW, no matter how unethical it may be. But if you would just be honest, clear, and patient with advertising that forges strong relationships with potential new customers, you’ll be far far far farther ahead in 6 months to a year.
Wouldn’t that be nice? No more promotional gimmicks to conjure up. No more “salesy” type ads. No more discounting just to get a one-time sale.
There are still media salespeople who sell with the promise of awesome promotions, radio remotes, on-air giveaways, and everything else under the sun…except good ads. If they would just learn how to write better ads (what the advertiser is actually paying for), they wouldn’t have to promise things that keep them running around in a stress-induced state of anxiety.
Media people: Learn how to create ads that make people think differently. Ads that move people closer to doing business with your client. Ads that don’t sound like every other crappy ad. Words are powerful. Take more time in crafting a message that sticks. A message that people would actually listen to.
Advertisers: Stop demanding things from your advertising that’s impossible. Advertising done right will build long-term relationships with the public. Good advertising builds trust. It causes people to feel more comfortable doing business with YOU versus one of your competitors. If you wanted to make friends with someone, would you talk to them like you do in your ads? Of course not. Be real in your ads. Say something in them that makes people feel good about your company.
Bottom line, don’t let your advertising be FULL OF $%*#. All you’re doing is throwing the wool over the eyes of the 20% of people who haven’t become wise to your tactics yet. Yet. When you stop advertising in a “sketchy” or “sneaky” manner, you’ll impact a much larger group of people.
Have a great day!
Duane Christensen
Non-Fat Advertising blog
