Funny, relevant, meaningful: if you wouldn’t use any of these terms to describe the ads you’ve seen, well … you’ve got the point.
The problem about many brands is that they communicate as if they had something interesting to say – while they don’t.
Let’s say it out loud: we are NOT interested in your new store; we are NOT amazed about your new product, nor about that silly emoji you added to its package; we are NOT thrilled about the fact you can deliver your goods worldwide.
We are not interested because we already know all that stuff – and mostly because every company on earth has kept repeating them for years.
If you pay attention to every ad displayed on your social feeds, you’ll get what I mean. They are boring, repetitive and actually meaningless. They seem to be addressed to a bunch of consumers who’re starving for never ending offers about anonymous products they’ll never buy. Can you remember at least 5 ads you’ve seen in the last 2 days? That’s exactly what I mean.
If you can’t make it memorable, you shouldn’t pay to be seen. Otherwise, you’re polluting the lives of your consumers by targeting them with annoying, undesirable and unaesthetic contents. Not really a good way to make new friends, uh?
How do you break the ice when you meet someone for the very first time? This may be the sole question to ask yourself (and your advertiser) when you need to create a new campaign.
You can answer to that question in many different ways. However, some good behaviors are listed below (sorry, it sounds so bombastic):
- Tell a joke, make them laugh;
- Tell them something INTERESTING they’re not aware of;
- Let them ask you questions;
- Play with them;
- Support their ideals;
- Motivate them, make them feel strong and safe;
- Shut up and let somebody to introduce you to the gang.
Have you ever adopted one of these attitudes in a social environment? I bet you have – and I bet it worked. Why shouldn’t it work in advertising, then?
Why do we underestimate our ability to interact with other human beings when we advertise something? We should’t pretend to be joyful about a razor. We shouldn’t announce a discount as if it were an invitation to Versailles. We shouldn’t take the floor every two minutes just to repeat incessantly: “Hi, my name is Tom!”.
If we want to be listened, we need to get the attention of our audience: they need to be focused – and we should have something relevant to say, knowing how to say it.
Every good manager knows that storytelling is fundamental both in defining a marketing strategy and in creating advertising contents. Still, only an excellent manger knows that storytelling is actually about telling stories to the audience.
Stories are very rarely boring – when they are written in a good way and once they’re addressed to the right reader. The point about stories is not only enthusiasm, but also the recognition of ourselves in what happens to be told. Stories descend from our ancestral nature: we can not control our reaction – just like we can not stop be empathic.
And if we don’t feel comfortable with this approach, we may follow Lincoln’s suggestion: “Better to remain silent and be thought a fool than to speak and to remove all doubt” .