Is Your Fantastic Marketing Too Damn Pushy?
Maybe you’ve heard consumers are in control these days.
Now there’s a new study published by some brainiacs at the University of Central Florida that proclaims consumers dislike assertive ads.
It’s not too surprising, no one likes being told what to do.
The interesting part of the study is consumers especially dislike assertive selling from brands they like and are loyal to.
Guess it’s like finding out your friend is a creep.
I have always despised the “So…” wrap up in ads, where the writer presents a logical, lawyerly case of why a product or service is terrific. (Copywriter’s secret: the case is usually all the bullet points from the creative brief, gussied up in full sentences and then strung together like pearls on a necklace.)
Then, the lazy writer rests his/her case–– the last paragraph has the “So…” close.
“So, hurry down to Zeke’s CarsZensation, and grab a great deal on your dream car!”
“So, next time you’re at the grocery store, pick up some nutritiously delicious Smelbar’s Melba Toast! The toast that’s toasty-tasty.”
“So, drink Bedster Bourbon. A really good drink!”
It’s as if the writer is tired of writing, now it’s up to readers to do their jobs–– BUY!
Assumptive/assertive selling is obnoxious. And surprise, people don’t like it.
One of the study’s leaders, Dr. Zemack-Ruger, reports assertive ads affect spending decisions, too. The pushier the ad, the less likely people are to purchase the product.
The best ads in the study were those that were “informative and hint at action.”
There’s an inverse relationship between pushiness and effectiveness. It appears people like freedom of choice.
Dr. Zemack-Ruger writes that little tweaks can make a big difference. “Buy now”–– not good. “Now is a good time to buy”– much better.
Howard Luck Gossage, my advertising hero (I have his ’63 trading card), used to say, “When baiting the trap, don’t forget to leave room for the mouse.”
In other words, let the audience be a part of the process, and make up its own damn mind.
So, there!
############################################
Patrick Scullin is an empathetic adman and founder of Ames Scullin O’Haire Advertising (ASO).
He has two blogs: Empathetic Adman (marketing pontification) and The Lint Screen (satire, smartassery humor, pop culture ramblings, and advice for people getting hip replacements).
"
Articles from Patrick Scullin
View blogSen. Lindsey Graham lectures women about sex education. · Leave it to Lindsey! · The self-righteous ...
The Secret Service accepts no blames for missing texts on January 5, and 6, 2021. · Jim Fletcherson ...
Sen. Hawley claims he loves “working out at work.” · Anyone who knows Missouri Sen. Josh Hawley will ...
Related professionals
You may be interested in these jobs
-
Project Superintendent
Found in: Lensa US 4 C2 - 20 hours ago
Prime Headhunting & Recruiting, Inc. Tampa, United StatesJob Description · Job Description · Tampa, FL - On-site · The Superintendent will have overall responsibility for the execution of work in the field. This person will provide leadership and direction to the Assistant or Area Superintendents, Field Engineers, Carpenters, and La ...
-
Associate Inside Sales Representative
Found in: beBee S2 US - 2 weeks ago
New Relic Atlanta, United States Full timeYour opportunity · We are looking for someone curious and motivated to join our Inside Sales Team. You will grow the pipeline for New Relic sales by engaging with prospects and customers to move them forward in the sales process. This is a meaningful position focused on net new l ...
-
Environmental Compliance Specialist
Found in: Lensa US 4 C2 - 3 hours ago
7-Eleven Irving, United StatesOverview: · ?Who we are · With more than 13,000 stores in the U.S. and 84,500 stores globally, it is no wonder 7-Eleven, Inc. has been named an iconic brand. In addition to 7-Eleven stores, 7-Eleven, Inc. also operates and franchises Speedway, Stripes, Laredo Taco Company and R ...
Comments
Paul Walters
6 years ago #3
don kerr
6 years ago #2
Robert Cormack
6 years ago #1