Feels shitty doesn’t it? Especially when you were a kid. You know, when you actually trusted a friend and they throw out the whole “Made you look!” thing (snotty voice and all). Everyone laughs and you feel like an idiot.
That’s kinda’ how I feel today (all grow’d up) with bad advertising. Whether it’s a false claim, a scare tactic or even just an out-to-left-field visual that has nothing to do with anything.
So ya. You made me look. You win. You’ve tricked us. Don’t worry, our feelings aren’t hurt. We’re annoyed, which I think is worse.
I’d like to think the days of the advertising equivalent of the big inflatable-wavy arms-guy-attention-grabber are over. If your strategy is to annoy people right before you ask them to pay attention, to sign-up or to buy something, then you’re doing it wrong.
So how to do it right?
Be Helpful (teach us something)
Be Compelling (show us how much you care about something… anything)
Be Informative (tell us something we didn’t know)
Be useful (improve our lives beyond the thing you sell)