Six-Figure Blueprint Brief 11: Get more from the clients you used to have
25th August 2011
Six-Figure Blueprint Brief 67: Build your client success portfolio
28th August 2011
Show all

So THAT’s why people hate being marketed to!

Do you remember when people used to LIKE advertising? Back when people got excited if a salesman came to the door? When we HOPED the phone would ring with someone trying to sell us double glazing? Believe it or not, that's how things used to be. Back when marketers could say what they did in public and not get a torrent of abuse :) So what changed?

Do you remember when people used to LIKE advertising? Back when people got excited if a salesman came to the door? When we HOPED the phone would ring with someone trying to sell us double glazing?

Believe it or not, that's how things used to be. Back when marketers could say what they did in public and not get a torrent of abuse 🙂

So what changed?


It's easy to assume it's about the volume. "Yeah, I used to like watching the adverts on TV. But now with a gazillion channels, I just get bored."

It's easy to say it's about how busy we are. "I just don't have time to field calls from salespeople"

Both explanations are wrong.

We used to like being marketed to because it CREATED VALUE.

Think about it. When you wanted to find a plumber, where did you go? The Yellow Pages (remember? It's that not-so-big pile of papers holding up the table with the wonky leg in your office.

When the draught started to blow through the window we NEEDED the call from Everest (a double glazing company here in the UK).

When we wanted a new TV, we reached for magazines and started to look at adverts.

We don't do that any more.

We go to Google. We go to Facebook. We search on Ebay.

And we do it when WE want to, not when an advertiser thinks we should.

Marketing that just screams "here I am and this is what I do/have for you" is irrelevant because no-one is waiting to be screamed at the way they did 30 years ago.

I'll say it again.

Marketing that just screams "here I am and this is what I do/have for you" is irrelevant because no-one is waiting to be screamed at the way they did 30 years ago.

The kind of advertising that works now is the kind that creates value for the prospective customer. It has to add something they can't get online.

It's things like aggregated information. Want to sell some double glazing? send every household a book on how to save energy – and don't make it just about double glazing! 

It's things like entertainment. Create an experience for new customers. Sell Mercedes? Hold a monthly reception for that month's buyers. Show them the workshop where their car will be serviced. Introduce them to the reception staff who will be handling their calls.

It's things like "sharing" value. Why is the Cadbury's ape such a popular advert? Because it's entertaining and has sharing value: people feel good about sending their friends a link to it and sharing the fun.

It's not about technical specs. It's not about glossy brochures. And it's not even about selling benefits any more.

So it's time to smarten up your marketing and join the post-TV age.

Leave a Reply

Your email address will not be published. Required fields are marked *

FREE BOOK