Clever advertising

My wife and I celebrated our 21st wedding anniversary last week. We have some close friends whose anniversary is the day before ours, so the four of us drove up through the Ozarks to Branson, Missouri to observe the occasions and take in some fall colors.

On the way up, we passed a billboard in one of the many towns we drove through. Since I’m in advertising and things like that interest me, my friends pointed it out. It was for a jewelry store and it read:

“We sell wife insurance.”

We ┬áchuckled a bit, and the other couple both said that the ad had gotten their attention. I then turned to the wife and asked her, “Does that ad make you want to buy jewelry from that business?” She immediately said no. I turned to the husband and asked the same thing. He also said that it did not make him want to buy from them. The billboard’s cleverness got their attention, but it did nothing to persuade them to actually go into the store.

Why is that? Because while the ad is clever, it doesn’t strike a chord within its audience. It fails to make a connection.

A lot of small business owners mistake clever advertising for good advertising. Clever might grab your attention, but good advertising not only gets your attention, it awakens something within you and lingers in your mind long after the campaign is over. It does that by touching something within the viewer that they immediately recognize as true.

My question to my friends sparked a short conversation about what makes good advertising and why that particular billboard missed the mark. As we were talking, my friend’s wife brought up a billboard that I had done for one of my clients. Here is the billboard she was talking about:

Jeff's Jewelry Billboard "Show her Love"

The wife actually said that she loved this billboard. And she isn’t the first to tell me that. In fact, someone else had mentioned this same billboard to me a week or two before, saying it was one of their favorites. What’s interesting about that is that this billboard hasn’t been displayed in almost two years. But people still remember it. And talk about it. It strikes a chord within them and they can identify with the message, and they want to do business with that advertiser.

Does your advertising do that?

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