I try to avoid ‘me, too!’ posts, but Seth says what I’m thinking so I’ll just point you to him.
January 26, 2009
December 1, 2008
Why You Should Write an Annoying Ad
James comes home for lunch most days since he only works two miles from home (which is two miles farther than I ever want to commute again.)
One day recently he came in ranting about the incredibly annoying commercial he’d just heard on the radio. “Are they intentionally trying to alienate people?”
Well, sort of.
Some thoughts that emerged during the conversation that ensued:
The commercial was for a fast-food joint I happen to know James won’t eat at. He didn’t find it funny, although it tried to be. The company spokesperson irritates him. The whole tenor of the commercial grated.
They weren’t talking to him, though. They were talking to folks who are already customers, already fans.
Why would they do that? Why would they create an ad that annoys non-fans instead of converting them? Why not find a way to get that non-fan to come in for the new special deluxe extra whatever?
Because it’s not a good business model. That non-fan may try the special, but if they’re already indifferent or, as in this case, antagonistic, you will not create a convert, a promoter. You’ll make a single sale, or a couple single sales, but not a convert.
What about existing fans–folks who already there? Well, that’s exactly who the ad is for.
Existing fans were already thinking about trying the new special deluxe extra. A little nudge today, a little nudge tomorrow, and pretty soon they’ll remember to have lunch there instead of heading home. And if they like it, it’s one more thing to like about a place they’re already a fan of.
And what to fans do when they learn something new about their favorite this, that, or other thing?
They recruit more fans. No, they don’t try to convert the indifferent, they talk to folks they’ve already inspected as to fitness, folks who are likely converts. They’ll share what they love, extend an invitation, and probably make one or two converts in the process.
Write your marketing materials for your existing fan base. Don’t waste time trying to convert the indifferent. Give your fans a flag to rally ’round and a message to go with it, and send them forth.
The result is the Holy Grail of marketing: genuine word of mouth.
