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People don’t hate advertising. They hate bad ads.

Written by: Ed Delia

Article Overview: Think about an ad that you read recently, one that really resonated with you. It probably gave you either new-found respect for the marketer, or reaffirmed your commitment to the brand in question.

People don’t hate advertising. They hate bad ads.

Did it talk about superior service, friendly and attentive personnel, or the combined number of years of experience the marketer has? Did it mention “a full range of services” or maybe a vague commitment to customer satisfaction? These types of claims are expected, typical, boring and hollow. And no matter how many times you deliver these messages, whether through direct mail, advertising, or e-mail, they will all be readily dismissed.

Delivering a worthwhile message to customers and prospects is not a daunting task when you have something meaningful to say to them. And it can’t be something that everybody says, or something they probably already know.

Consumers of marketing messages are becoming increasingly resistant to vague, worthless talk, and somewhat annoyed at the bombardment of messages that come across their desk, inbox, interrupt their favorite program, and invade the radio waves.

Don’t add to the problem. Be part of the solution. If you really want to deliver brand value, and give your audience something to remember you by, give them a solid dose of relevance in your next marketing effort. If the message you come up with doesn’t sound “creative” or “clever” or “peppy” don’t worry. You’re probably on the right track.

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