Babies: the Next Big Thing in Advertising

Have we advertisers finally crossed the line? Are we so blinded by conquering new markets that we are willing to stick a knife into innocence? It seems so, if the latest report on Advertising to Infants from Adweek is anything to go by.

It seems the phrase “get them young” is being held to high regard here. In the United States, brands like Disney, Audi and McDonalds have run promotional activities aimed at the very young.

Innocent Baby
C'mon! How can we try to make money from such innocence?

For example, Disney was observed to have given out free one-piece baby suites (decorated with Disney characters of course) to new mothers in hospitals in exchange for e-mail addresses.

What the hell is going on here? Or should the question be why the hell this is going on?

1. Babies or toddlers don’t distinguish between fantasy and reality. So it is a game of getting them while they’re still susceptible.
2.  Babies are able to record mental images of corporate logos and mascots; and request specific brands as soon as they are able to speak.
3. Parents are also easily influenced by their children’s brand preference. If you had a screaming kid wanting to go to McDonalds, would you take him to Burger King instead?
4. An American child, upon turning 3, can recognize an average of 100 logos. Brands are fighting to be in this list early on
5. Technology is being used to pacify babies: think smartphones,  iPads and even the humble TV. Brands are ever-eager to develop branded, baby-friendly apps and TV programmes.

It’s sad that infants’ susceptible nature are being manipulated and taken advantage of just for the purpose of increasing market share.

It’s sadder that kids these days are growing in front of LCD screens rather than their mums and dads.

And the saddest of all is the fact that brands are taking advantage of such an unfortunate development.

I know that this is only happening in the US, but who’s to say that we are far behind, especially with the availability of channels like Baby TV.

How long do you think it will be before marketers in Malaysia realize they can program babies into liking their products?

I shudder at this thought.

Direct Marketing Rules

Even Amazon – one of the world’s largest web retailers – is using an age-old direct marketing technique to sell on its homepage; the humble sales letter.

Most people think direct marketing is junk mail, especially the letter, who the hell would want to read a boring, wordy letter?

Then why would Amazon post-up a sales letter – the longest one I’ve seen online – right in the middle of its homepage?

Amazon Kindle Sales Letter
Click to enlarge >>>

No, the people at Amazon have not gone nuts.

They just know that if you want to sell, then there is no other marketing discipline that works harder, more effectively and for a fraction of the cost than direct marketing.

In this case a piece of eloquently written letter signed by Jeff Bezos, carefully targeted to those who’ve previously bought books at Amazon (I think), promoting the new Kindle Fire.

I think this is a brilliant demonstration of how direct marketing – via a single sales letter – can still work online amidst far aesthetically superior interactive communication methods.

Amazon Home Page
Right smack in the middle of the homepage... a letter!

A few of my observations:

  • Note that a catchy, punchy or hard-sell headline is non-existent. Amazon must have really gone nuts, huh?
  • The letter starts with a story about how they are cheaper, without sounding cheap; a story well told in these economically uncertain times
  • Paragraphs after paragraphs of honest, friendly tone of voice supported by hard product features and facts
  • The Founder and CEO’s signature reassures the reader that the claims in this letter are not empty promises
  • The letter ends with a postscript or PS; which most ‘experts’ think is useless. It is proven that the PS is the most read element of a letter after the headline and first line of copy

So DM detractors of the world, if Amazon’s letter-based sales pitch is anything to go by, then direct marketing still rules.

Consumed by Consumerism

As an ad worker, I am a proponent of consumerism. I am supposed to embrace capitalism. The art of selling should be second nature. But sometimes – after being in the industry for so long – I wonder if I’ve gone too far.

We are a species so obsessed with consuming that we’ve forgotten to get by with just the essentials: water, food, shelter, clothes and companion. Extravagance is applauded and moderateness is frowned upon.

The divides are getting wider: rich/poor, educated/illiterate, obese/malnourished, connected/nobody and so on.

Camel Pack
Sometimes, it's okay to make fun of what you do...

The industrial revolution that started almost 200 years ago still oils the gears of society. We are devouring through natural resources much faster than it can be replenished. We’ve almost depleted fossil fuel reserves. We’re developing every bit of land for a profit.

We humans have become the virus of the earth.

As a freelance copywriter, I am only another piece of the puzzle in a society built on consumerism. Even if you are not in advertising, you are working for a business; which is selling something.  And when there are sellers there are buyers.

Admit it; nothing makes us happier that having a client or customer that buys more, and more and more.

When will this mindless consumption stop? This addiction to consuming is seemingly insatiable. We are buying ourselves to death.

I know, not the kind of stuff I should be writing about. But no harm in keeping a worldly perspective. I am after all a Libran… balance is everything. Woooosaaahhh…

Don’t Over!

I know bull crap when I see one, especially when it comes in the form of advertising. And even more so when it comes from a brand that treated me like crap for being their customer for 12 years.

Over-promising has become the bane of the ad industry. But it’s not something new, it has been going on for ages; possibly even when the first line of copy was written or when the first TVC was aired.

The worst part is that we consumers have come accustomed to over-the-top or exaggerated claims. A case in point…

McD Reality vs Truth
The truth ain't so tasty...

Another one, because this is fun…

Burget Not King
Burger clown?

So when I saw the new Maxis TV commercial that aired recently, I almost choked on my own saliva. For such a smug, pompous and arrogant brand, this ad is totally not reflective of their actual personality.

If Maxis had really “put customers first” they need not spend millions creating and airing this ad. Their customers will already know and appreciate their customer service efforts. It is because they actually take customers for granted is why such an ad with a ludicrous claim is needed.

Yes Maxis, I have not forgotten how you gave me the middle finger after being loyal to you for 12 years. And this is not the last you will hear from me either. Just keep doing stupid ads.

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Lights, Camera… Call to Act!

The concept is mind-blowing. The art direction will make one cry. The copy could sell a bootleg DVD to a Unifi user. But if you disregard what should be the superstar of any piece of communication, then even the greatest creative could become B-grade.

This critical ad element is called a Call-to-Action; and you’re losing potential customers if you don’t have a strong one.

Call to Act Kid
Believe it or not, consumers want to be told what to do. Dance boy, dance... ACTION!

The purpose of almost all marketing communications is to make people do something: call, SMS, walk-in, log-on, click or purchase. The thing is if you want someone to take a specific action, you actually have to ask them to take that specific action.

Yes, this belief is borne from my many years as a direct response copywriter. But here are recent researches on the matter to help illustrate why a strong call-to-act is important:

1. A research done by Marketing Sherpa to their e-newsletter readers show that a specific call-to-act increased response by over 8%.

Click-through Rates on different Call-to-acts:

“Click to Continue” = 8.35%
“Continue to Article” = 3.3%
“Read More” = -1.8%

2.  A research done by University of Connecticut asked 2 groups of people to mail back a stack of 30 post cards, 1 each for 30 days.

– The first group was given the request while under hypnosis
– The second group were just asked nicely

The result? The second group mailed back more postcards, which goes to prove that people will usually do as they are asked; as long as you ask nicely of course.

And this is true across all media; be it print, TV, web, social, radio, BTL, POS and what-have-you. Clear, powerful calls-to-action can make or break a campaign.

Ask and you shall be given. Now share this post with a zillion people, please? Don’t make me hypnotize you!

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Fakebook

Okay, I think I’m finally tired of Facebook. No, not because of you my dear friends, it’s just this new ad-infested, apps-ridden and spam-inducing thing that’s disguising as Facebook.

Remember how exciting Facebook was? It was an amazing application that revolutionized the way we communicated. We vowed we could never live without it. We then continued our FB love by creating events, uploading our lives and adding total strangers as friends. Much love!

Fakebook
Ladies and gentlemen; Facebook has mutated... beware!

And in the rumble-tumble world of copywriting, Facebook provided inspiration for dull minds and the perfect respite from work.

Now Facebook is nothing but another chore to do in the mornings… and the rest of the day. It has turned into a dark, evil brother that invades our privacy, sends us unsolicited messages and forces suggests us to be friends with virtually everyone… virtually.

So I thought if I was the only one who felt this way. Apparently not, because according to ZDNetAsia, 31% of younger, more mobile and brand conscious consumers have indicated they are getting bored with their social network – leading to social fatigue.

Well, I’m not really that young, mobile or very brand-conscious; but the feeling towards Facebook is definitely mutual.

Ah yes, how can I forget the annoying little ads that appear in the right sidebar. From “cepat kaya” messages in broken Malay to those sexually suggestive ads for medieval role playing games; they are becoming increasingly ridiculous.

And just when I thought we couldn’t be more connected, some wise guys go and create Rock Melt – a web browser with built-in social tools. Basically you can do every social thing from your web browser, including being there for your grandfather’s birthday. I kid you not… watch the video:

Ready to turn off your PC and start a self-sustaining life in a farm? Call me; if you have my number that is. Hah!

P.S. I decided not to add the customary Facebook Share button in this post just to prove a point.

Think Outside the Box! Really?

You’ve heard this before from your boss, colleagues and maybe even a client or two. But is it even possible to be able to think outside the box? No way in hell it seems.

No matter how far away from a ‘box’ you are, there are still various mental constraints that each and every one of us needs to adhere to.

You can't think outside the box...
There's no such thing as thinking outside the box... kapish?

Even if you do manage to jump out a box; you’ll find that you are in a much bigger box. And that big box is in another much, much bigger box. And the boxes just seem to get bigger and bigger.

Look around, you are probably in a box disguising as a cubicle or office space as it is. Then there’s the company culture, your boss’ preference, the politics and not forgetting your own likes and dislikes. Now we know why office buildings are often in the shape of a box – hardly conducive for innovating.

Let’s say you manage to claw your way out, then there are market constraints, client politics, consumer preferences, cultural nuances, industry practices and the hard-coded mentality of “this is how things are done”.

So is there a way to really think out of the box or is this just some slick-ass marketing term concocted to confuse clients and ourselves?

Frankly, I have no freaking idea. Look at it this way, if someone asked me to write outside the box, the copy will hardly be on point. It would be like working without a creative brief.

Let’s face it, we’re not Einsteins, so the box may well be our savior. It gives us a frame of reference, guidelines and limitations (often too much). It’s how creatively we work within these confines that matter.

So when someone asks you to think outside the box, pile some boxes next to your desk. There’s one right on my desk 😉

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Obstacle Buster

Remember the times when you read an ad and it spoke to your soul. Or browsed a website and you felt like clicking the ‘Buy Now’ button. That’s because you were convinced by a copywriter that used a secret weapon – BUSTING OBSTACLES.

What obstacle? It’s anything that would have prevented you from buying.

You see, it’s highly unlikely that an ad will create the need for someone to buy just because the copy spot-on. I mean, if you have no intention of buying a bike; you will not buy a bike no matter how awesomely compelling the copywriting is.

Road Obstacles
The road to purchase is filled with obstacles... bust em'!

This is what normally happens; you first aspire to own a particular product – let’s say an iPad – because you think it’s somehow made for you. Then you take notice of Apple’s ads and visit their website to justify a purchase decision you have already made in your head.

You think you’re doing it “for more information”, but in fact you are doing this to look for any reason to buy. And this is how it often becomes a copywriter’s job to remove as many obstacles that would prevent a prospect from buying. But how?

Don’t hide the benefits
Yes, a purchase decision has been made but there’s no harm reassuring the prospect. Don’t ever assume they already know. And even if they do know; repeating a benefit will only make them feel smarter; that “they are in the know”.

Don’t be shy with your product
Appeal to emotions by demonstrating the product in use. This paints a picture that the prospect is happily using the product in his head. People buy things to realize their aspirations and dreams; put the product there. Think how Apple advertises.

Don’t always stop short
Short copy works if you don’t have much time to convey the message, but long copy is the one that can turn a “no” into a “yes”. Websites offer the perfect opportunity to be copy intensive; start concise in landing pages, but go wild with content when users click-through.

Don’t over-expose
Resist the urge to say everything all at once. Leave that special something to be desired, because we all like to be tempted and teased. This goes against conventional wisdom, but works really well to push prospects over the tipping point.

Don’t forget the spouse
More often than not, the spouse has to be consulted before making any major purchasing decisions. Give reasons prospects can use on their partner to help close the deal. In case of the iPad, being able to read in bed without the lights on could convince your significant other to approve the purchase; because he/she can finally get some sleep.

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Why I Quit My Job

Most people think I became self-employed to make more money. But trust me, if money was my only motivation, it would have been easier to just keep working. So why did I quit? Truth be told, I had absolutely no idea, until recently.

Okay, honestly I did have a general idea. Basically it was to have more time for myself, do things on my terms and do it well, and look forward to better things than weekends and paydays. I would be happy even if I made some money; more is of course a bonus.

Manual Labour
It often felt like I was doing hard labour, even when I wasn't

But I that was before I watched a TED video by Dan Pink, which offered a fascinating insight into the science of motivation. In the video, Dan talks about an important factual discovery:

That those working in jobs that require
cognitive skills (i.e. creativity), a larger reward (i.e. more money)
leads to poorer performance

No wonder I was so miserable even when I was earning a decent buck as a senior copywriter. And that “I deserve better” feeling at the end of the month wasn’t because I wanted more money; but because I wanted to satisfy the purpose of my existence.

I know, sounds philosophical, but Dan put down 3 desires us ‘creative’ folks yearn for:

Autonomy: The urge to direct our own lives

Mastery: The desire to get better and better at something that matters

Purpose: The yearning to do what we do in service of something larger than ourselves

So if you’re stuck in a well-paying job; but still can’t seem to figure out why you find it absolutely painful to wake up in the mornings, I suggest you watch Dan’s video on TED.

Just don’t quit your job too soon. I might call you for a loan in case my self-employment thing doesn’t work out… haha!

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10 Tips for a Great Print Ad

1. Don’t do a print ad
Hardly anyone reads newspapers or magazines the days. Can you name 3 people you know who read them on a regular basis besides your parents or that frail, retired neighbour uncle?

I could end this post here, but there will come a time when you must do a print ad because your boss (still) thinks it’s a great idea. If that ever happens, then the following tips are for you:

2. Know your target
Wouldn’t it be nice if you got little details about someone you’re thinking about flirting with? It will help you customize your approach, your demeanour and what you say. Same thing with ads… you are courting business.

3. Don’t treat ad space like real estate
Real estate appreciates the more you build in an area. But the more stuff you cram into a print ad, its appeal depreciates. Leave some “breathing space” in your ad so your message is better absorbed. Readers will also appreciate the lack of clutter.

4. Make a pitch in 2 seconds
You only have a couple of seconds to convey the main message to your audience.  This can be usually achieved with a headline that promises a benefit or reward. If not, it’s flip-goodbye.

Mature dude reading a newspaper
If this guy somewhat represents your target market, then go for it!

5. “You”ize the copy
Notice how many times the word “you” or “your” is present in this post. It’s to make you feel as if I’m talking directly to you, and only you. Being personal is convincing.

6. A bigger logo means squat!
For the umpteenth time, a bigger logo doesn’t mean higher recognition. People will look for your logo if what you have to say in the ad appeals to them.

7. Stay single
Think about your favourite ad and what you liked most about it. Got it? Now think about what’s the second thing you liked about this ad? Anything? The human brain only remembers one thing, even when it’s from a great ad.  So focus your ad’s message on the one single most important thing you want your readers to recall.

8. Know the difference
Most people can’t differentiate between a feature and a benefit. For example 50% less fat is a feature, which could bring about the benefit of a slimmer you.  Got it?

9. Don’t try to be funny
Punchy, juicy, catchy, sexy and clever lines are great; if you are a stand-up comedian. But advertising is no funny business, so use clever or ‘creative’ lines sparingly or risk becoming a joke.

10. Clear call-to-act
You must tell your readers what you want them to do: be it call, walk-in, SMS or log-on to the website. A call to action is important because it can ultimately translate to sales.

Just so you know, I still stand by point No.1, unless you are talking to your parents and that frail, retired neighbour uncle.

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