Recently I picked up our mail which had been sitting in our mailbox for about a week. In it was a letter from a local car dealer that was just as loud as those obnoxious TV car ads we all despise. A “Dear Neighbour” letter from Mike, the sales manager of a local car dealer to come and see the Unadvertised Special Offers or some such crap. I perused it briefly and then moved on to other mail.
Imagine my surprise when I opened the exact same letter from another local car dealer with the same form letter promo from that Team Leader. Different car company entirely, same Silly Savings.
Obviously the sales rep for this particular fill-in-the-blank promotion company had sold the identical promotion in the same market to different and competing dealerships. What scum. But they exist in the world of advertising and unfortunately some of them flourish because of unsuspecting people who think that any advertising is good advertising. But it’s not.
[Tweet “Why do some people expect the best way to advertise is to look and sound like all other advertising?”]
If the same can be said of your business as can be said of 1000 other businesses across North America then your ad will fall into the abyss of mind numbingly average advertising that permeates virtually all media.
Seek out a company such as Miles And Co. and work with them to uncover your true goals and core values (See First Order of Business). They will help communicate them in messages that really mean something. And won’t sound or look like every other boring run of the mill, one size fits all advertising campaign.
If your business is worth promoting then do it properly and don’t piss away thousands and thousands of dollars to look and sound like everyone else. Why do some people expect the best way to advertise is to look and sound like all other advertising?
A hint: It isn’t.
Cheers
Steve
Leave a Reply