In the postmodern West, the average human being is subjected
to thousands of items of gratuitous information every day. Most of them are
ignored or forgotten almost immediately.
So it is difficult for a single advertisement to attract
attention, never mind provoke enough interest to lead to a decision to buy.
Yet even an entrepreneur with a limited publicity budget
does have options: -
1 Be witty. However, the danger with a
really entertaining advertisement is that the customer remembers the advert and
not the product: this charmer is a particular favourite, but has little
relevance to the product...
2 Be annoying. There are some advertising
jingles so irritating that you is desperate to forget them – so desperate that
you cannot get them out of your head...
3 Be repetitive. This may not be an option
for a small business, except perhaps in a limited market.
4 Be attractive. Failing that, associate
your product with attractive people: much as we like to think otherwise, we all
really do think at some subconscious level, “If Naomi Watts/George Clooney/Joanna
Lumley uses this product, I will have something in common with her/him should
we ever meet”.
5 Be aspirational. Do not try to sell the
product – sell the idea of a better life. Car adverts do this well...
6 Be different. To think of a new way of
doing something familiar is the entrepreneur’s greatest hope – but also the
The opinions expressed herein are my own personal opinions and do not represent
my employer's view in anyway.
© Agincourt Productions