We’ve discussed this several times: how it’s best to show what you mean rather than come out and say it. Remember? “If I say I’m cool, I’m not cool; if others say I’m cool, then I am.”
Understanding this simple difference is essential to telling a good story or writing a good ad.
If we’ll listen closely to most DR ads (because most are poorly written these days), we can find out the REAL truth of a product… this idea is Human Nature 101… we intensify and over-compensate for what we fear.
Recall poor Richard Nixon. During the height of the Watergate scandal he went on TV and proclaimed, “I am not a crook!” Surveys showed that a large number of Americans thought he said, “I am a crook.” In fact, that’s what he REALLY said if you listen. His proclamation to the contrary reinforced the very idea he was trying to eliminate.
Here’s what I mean. Recently, I saw a new DR spot for yet another blond, perky, California trainer with a weight loss and exercise plan. Here are a few sentences from the spot.
“This is not like any other program on the market.” They just told you the truth: this IS like every other plan. They’re afraid you’ll see that, so they shout a disclaimer up-front to appear honest and proactive.
“Mary isn’t your average trainer, she’s Hollywood’s most sought after celebrity fitness expert.” The truth? She has no way to standout from the crowd… she knows it; you know it. Again, a bit of preemptive puffery by the writer is thought to be the solution.
“The music behind her program is a new combination of salsa and hip hop that gets you moving.” The truth? You couldn’t tell one of her exercise songs from any number of Zumba-like programs and she knows it.
You see, these DR spots are telling you the truth… just listen. Every time they claim they’re different (rather than showing the difference), you get the TRUTH that they’re very, very afraid of.
“New Wave DR is unlike any agency you’ve ever seen.”
“Our ads are unique and truly creative.”
“Our service is second to none.”
Blah, blah, blah. Read the above as, “average agency, a bit creative with reluctant customer service.”
“Consumers want a new story... authenticity, not spin... participation, not propaganda.”
