September 06, 2012

What They Want To Hear, Not What You Think They Want To Hear

"Who speaks to the instincts speaks to the deepest in mankind, and finds the readiest response."

Amos Bronson Alcott
19th century American educator

Note to marketers:  Determine the instincts of your target audience and forget the tired platitudes.  

Not easy to do, I know.

But it is the heart of effective communication.

Most advertising doesn't work but only because most advertising is done poorly.


  1. advertising doesn't work because people are too smart to believe it

  2. Are you saying no advertising ever works or just some or even most of it some or most of the time?

    In my opinion advertising does work but rarely do consumers recognize or admit to being influenced by it. Instead we all prefer to appear to be intelligent, rational consumers.

    Do you know what the success rate is for a direct mail campaign? .5% to 3%, depending on the product, is enough to justify the total expense.

  3. i don't believe it and it dont work on me