THE STORY IS EVERYTHING

Nick Michaels
Copyright American Voice Corp. 2014 All Rights Reserved

I was clicking on a video on YouTube when this ad came on. I always skip ads. I didn't skip this one. I watched it for 5 minutes. It's an ad disguised as a story. I bet you won't stop watching.

https://www.youtube.com/watch?v=54uzEouACYs

BIG AND POWERFUL vs SMALL AND HUMAN

Nick Michaels

Copyright American Voice Corp. 2014 All Rights Reserved

It wasn’t that long ago that computers were thought of as machines whose primary purpose was business. The company that was king of the technology sector for many years had “BUSINESS” as its middle name. IBM, International Business Machines. Only big powerful corporations could afford them or use them. They were all about business, right down to their strict dress code.

Apple, on the other hand, saw the computer as being about human connection and creativity. That spark that ignites something inside of us. Something that becomes a song or a report or a photo or a recipe or a relationship or new enterprise…The world is getting very corporate and that corporate world is less and less people friendly every day. The smart players realize this and make their messages with a great deal of humility. From the way it is written to the way it is narrated. It’s not cool to be big and powerful. It’s cool to be small and agile and quick and emotional and human and connected and caring. Something to keep in mind when you craft your messages either for your client or your station.

RADIO, TAKE A LESSON FROM DETROIT

Nick Michaels
Copyright AVC 2014 All Rights Reserved

Have you noticed something lately? American cars are now competing for the buyer’s attention again. GM, Ford and Chrysler are all scrambling to deliver the best product at the best prices.  Suddenly those buyers who were were only looking at imports are looking at domestic cars and buying them. 

Detroit realized that it was time to change their mindset. The automobile is no longer a “means of getting from here to there.” It has become a mobile connected transportation device. Give the customer what they want. It’s working. Radio can take a lesson here. For the last 20 years radio has forgotten about its customer. The listener is the customer not the advertiser. Unless and until radio goes back to richer programming and personalities the future does not bode well for it. Be creative in your programming. Give those listeners, with so many choices, a reason to choose you. If GM, Ford and Chrysler can do it so can corporate radio, it takes the commitment to change your mindset and give the customer what they want.

MAKE NO DEMANDS

Nick Michaels

Copyright AVC 2014 All Rights Reserved

Due to A recent illness I was hospitalized and forced to watch commercial television. At home I never watch commercial television. However I had no choice. Some of the commercials were extremely annoying. The ones that were most annoying were the ones where someone was telling me to do something or buy something or get this type of insurance. They were very strident in their approach. Too much energy. Too much in my face. They though it was a call to action but they were making too many demands...ARRRRRGGGHH! And I couldn't take it anymore. 

Then this commercial came on and no matter how many times they played it, I was never annoyed. It's a commercial for Budweiser beer about a young man and his dog and how the dog is waiting at home while the young man decides to spend the night at a friend’s place. When he gets home the following morning the dog is waiting and they share a moment of bonding and love that feels as good as ice cream on a hot day.

http://www.youtube.com/watch?v=eubWYPhcEEo

This commercial is proof that in order for advertising to be accepted in the over communicated world it should detach from selling and become about emotional engagement. This commercial is completely and utterly emotionally engaging. It has a very low psychic entry fee. Everything about it, from the music, to the way it is photographed is easy. It makes no demands! Think twice about that next call to action. Anything that could be interpreted as a demand is a mistake in this environment.