TEXTING vs TALKING

Nick Michaels
Copyright 2014 American Voice Corp. All Rights Reserved
First, a man named Samuel Morse developed the single wire telegraph as a means of rapid communication. It was text based, had a code and every letter was used sparingly. Later a man named Alexander Graham Bell invented a way to speak into the telegraph wire. Now you could actually hear the other party, including all the nuances in the human voice.
Texting vs Talking. It looks to me like Morse won the re-match.

Alexander Graham Bell

Samuel F Morse

LESS THAN ZERO

Nick Michaels
Copyright American Voice Corp. 2014 All Rights Reserved

The advertiser's need to sell something is no longer a burden, annoyance or interruption the audience in the over communicated world is willing to take on. Either the advertising becomes much much better or the cost of the ads will revert to their actual value. Less than zero

WHY PRE-ROLL IS A BAD WAY TO POSITION YOUR MESSAGE

Nick Michaels
Copyright American Voice Corp. 2014 All Rights Reserved.

The advertisers need to sell is no longer something the audience is willing to take on. The reason for this is the price of their time in the over communicated world has gone up a lot. So much that  it is much more valuable to them than your message. If your message is only about selling your product it is not worth their newly valued time.

Pre-Roll is a bad placement. It is a subliminal nightmare. it is an imposition and a tool of separation. Most people hate them and find them annoying with only a few exceptions. Those exceptions are stories that are so compelling that the audience is not upset about having their time hi-jacked because what they got was even better than the content they went looking for. You can bet the farm that every single one of those exceptions is a great story. Not one is a sales job.

Instead of forcing the audience to sit through your ad, causing them to dislike you. Why not engage them with a story. A story that they want to watch. Then figure out how to sell your stuff without it looking like you are selling at all.

THEY'RE SMARTER THAN YOU THINK AND THEY KNOW IT WHEN YOU KNOW IT

Nick Michaels
Copyright American Voice Corp. 2014 All Rights Reserved

It has been an axiom of mass media to always play to the lowest common denominator. In the over communicated world I think that sends the wrong message subliminally. When you speak to the audience in an intelligent manner you are sending a message that says "I don't think you are dumb." The audience feels this and is grateful for it. It gets right back to where your focus is. Is it on your product or on your consumer? It's part of how we have to respect the new audience in this new environment. Respect their time, their feelings and their intelligence.

It is the same with the way your message is built. Generally, messages that open with the product get skipped. I read recently where 60% of online advertising is either skipped or ignored. Why? the answer is simple, you are interrupting someone who is looking for, or at, something else. This makes online ads even more ANNOYING than TV or radio ads, which is quite a feat..... unless it is such an interesting story that the interruption is considered an added benefit instead of an annoyance.

All this subliminal is now more important than the overt. The tone is more important than the words, the speed at which it is read is more important than what you are saying. The language you use is connected to the consumer's feelings about the message. Slow is better than fast. Smart is better than dumb. Quiet is better than loud. All of the above should factor into every part of your message.