I sold a guitar the other day. The gent who bought it said that he had left his truck running outside my office while he tried the guitar. He explained that his vehicle needed a starter, and if he shut it off, he may not make it back to work. That being said, he took all the money he had in his wallet and happily purchased the beautiful instrument that he had made sing so well.
This is the type of passion that we can only hope to tap into as marketers. No ad or program could create the need that this gentleman had for that guitar. We need to tap into the customers’ passion and learn to speak their language if we want to motivate them. 

Ever notice how products or services that were never part of our lives can become essential? We all got through a workday just fine without faxes, e-mail and the internet before. Why does productivity come to a crashing halt whenever the server is down? This morning, I used the last disposable plastic baggie that we use to curb our dog. I rolled my eyes and added a new to-do to the frazzled little hard drive I call my head. What happened to shopping bags or better yet, a shovel? I am simply in the habit of using this product and now can’t live without it. Sure makes the case for free sampling!

This question always pops into my head when I’m at the airport. Everyone working there is so miserable and unwilling to smile or offer help. Then I watch how rudely the staff is treated by tired or pushy travelers. I think it would be very difficult to stay positive and upbeat. I try and keep these poor souls in mind on those days when I have to deal with a less than pleasant person.  ”Oh well, at least I don’t work at the airport”.

You hear it all the time-”I just saw this great ad”, “Have you seen that funny ad?” and “oh, that ad is so annoying!”. So what is it that makes advertising effective? Is it humor? Does a funny twist make me want to use a product? I think the Bud Light spots are always funny, but I wouldn’t let you pour one on me if I were on fire. But, the product is well branded and I do remember it.

They give advertising professionals awards for coming up with these ads. 9 times out of 10, these awards are won based on the creativity of the ad or campaign. I would suggest that they only award advertising that sells products, grows businesses or changes consumer behavior. Better yet, why reward advertisers at all? If the ads work, the client makes money, the ad agency keeps the account, everyone should be happy, right? Save the awards for teachers, nurses, social workers, fire fighters and other people who make positive contributions to society.

So tell me about some good advertising that you’ve experienced lately. More importantly, did it work?