Always Try to Avoid ‘The Normal Kind’ of Advertising!

If you focus group any ideas around promotional work, customers will tell you they like the stuff that looks like everything else.

They want ‘the normal kind’.

This means getting tooth paste advertisements that have scientific type words and people with lovely white smiles.

But the problem with ‘the normal kind’ is that it’s easily ignored as it fades into the noise of everyday life.

The alternative is to create promotional work that does two things:

  • Make it stand out
  • Make it effective

If you have one but not the other you risk being ignored or being a statement that doesn’t drive sales.

If you saw a tooth paste ad that featured someone shining a horses teeth or something like that, you’d remember it but you’ve still got to make sure that people actually decide to buy the product after they’ve seen the ad!

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