OK, so your 30 second ad on television pimping your latest toilet bleach may be as good as worthless at this point. Your audience is actively ignoring your self-obsessed propaganda, and you know it. But it feels too scary to change the approach that has “worked” for decades.

Here’s a tip to make the transition smoother: you can lift that ad out of the useless pile ever-so-slightly by simply giving the viewer an incentive to want to pay attention. Give something back. Free X if you prove you want our product by doing Y. Here’s today’s top tip for saving money on cleaning products. Yes it’s counter-productive, but as our customer we love you and actually care about your experience from an altruistic perspective.

30 seconds of swirls and product images with branding is totally worthless. 30 seconds of improving my life makes me want to say thank you (and likely financially).

This entry was posted on Friday, May 9th, 2008 at 8:28 pm and is filed under Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.