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Hitting the Sweetspot Ch. 3 Breakthrough Advertising, People look at what…
Hitting the Sweetspot Ch. 3 Breakthrough Advertising
advertising clutter is a problem
You can't save souls in an empty church
Getting someone's attention isn't under the advertiser's control.
Making an ad more flashy doesn't help this problem
People think Soft advertising doesn't work
Breakthrough
ad style has little to do with success, whether an ad is soft or hard sell
hard sell is more overt and pushy
Only ads that really connect with the consumer break through the clutter
Breakthrough happens when the consumer breaks into the advertising message because he or see sees something meaningful or relevant not the other way around
DONT CONFUSE LOUD AND INTRUSIVE WITH SUCCESSFUL
Fedex understood business ppl, Nike understood competitive athletes, and apple understood the kind of statement computer users wanted to make
How does it play inside the consumer?
Find your own sweet spot
product/ad
mentos
reformation ads
sweet spot
caring about college students
just fits my self perception
purchase behavior
bought some
didn't buy stuff
How close does it come to the sweet spot?
What would make you read yourself into the message?
You don't persuade people. They persuade themselves.
People look at what interests them. Sometimes it's an ad. -Howard Gossage
