People read what interests them, and sometimes it is ADVERTISING.
I managed to snag a quote from my favorite god, the San Francisco Socrates, Howard Gossage. Mega famous advertising agent, straight from US and EJ 🙂
So once again:
“NOBODY READS ADS. PEOPLE READ WHAT INTERESTS THEM, AND SOMETIMES IT’S AN AD.”
Unfortunately, all creators know this is true. Me too. Just because you put your marketing message out there doesn’t mean anyone will read it! Noooo, that’s what it looks like.
People will only read your ads, posts or blog if it piques their interest.
Never forget that people generally don’t pay attention to your ads. This is not what interests them. It’s about solving a problem, value, learning, a discount or awesome graphics 🙂 Period.
Most marketing activities take place while people go about their daily lives.
Remember, your marketing is getting in the way and getting in the way of achieving their goals.
Interruptions are annoying. Craig Davis, former lead creative at JWT, said, “We need to stop interrupting people and be what they are interested in.” Hence the storytelling? Heeeel yes.
It’s about being relevant, needed, and problem-solving, as I wrote above. You’re not just selling a product. You are selling the difference your product will make to your audience’s lives.
You have to get into the shoes of your audience. You have to “feel” them. You need empathy. Without it you won’t be interesting.
According to another advertising legend, David Ogilvy, “When I write an ad, I don’t want you to think of it as ‘creative.’ I want you to find it interesting enough to buy the product.”
That’s why in these times you have to be super interesting, be interesting with us 🙂
