…is not a persuasive advertising message.

I think some marketers sit down and think, “what outcome do we want from this ad campaign?” and then with zero creativity, they just write an ad to say what they want.

They want people to click on their ad. Advertising message: “Click Here Now”.

They don’t want people to drink and drive. Advertising message: “Don’t Drink and Drive”.

This one is on bright yellow signs all over Illinois right now. They want people to be more aware of motorcycles on the road. Advertising message: “Start SEEING Motorcycles”. Just like that, in caps, YELLING at us about what they want.

Don’t be like these marketers. Don’t tell your customers what you want. They don’t care. Tell your customers about something they want.