If you’re going to market and advertise a product or service, there is one thing that must be true before you do anything else: You have to be confident in what you are making or offering. This will show through your marketing and advertising. Unconfident marketing and advertising will be slammed full of lists of features, pleading with the viewer why it is life changing, why it is valuable, why they have to buy it. This approach is thin and forgettable to a broad audience.
When You’re Confident, You Only Have To Do Two Things
You have to inspire memorable feelings, especially curiosity, and give a very memorable way to find more information. Nothing else matters. If people remember the way your ad made them feel, they will be more likely to remember features about your thing. They will be more likely to do more research to learn more in depth information about your thing. They’ll be more likely to share your thing with their friends.
The viewer will never remember what your ad says to them, but they will definitely remember how your ad made them feel. So inspire the right feeling, foster some curiosity while you’re at it, and give them a resource to learn more and ultimately buy. People get interested because of the heart, they learn more with the brain, and they buy with their gut. If you’re building brand awareness (which is the #1 item on every request we get from clients and partners), you have to speak to the heart first. Inspire feelings in your viewers, and get them excited about educating themselves.