Web Copy Blog

Web Copy Blog header image 2

The art of chat in advertising

25 Comments · advertising laws

Who are we talking to?” is a question asked in the formulation of literally every ad campaign under the sun –The emphasis is always on the first word.

It’s about targeting. However, the offence is forgetting about the second bit. The bit about talking to.

Traditionally, of course, advertising has “talked at.” That’s supposedly changed in recent years. But today’s marketing jargon about conducting a dialogue with the consumer is mostly just that, Jargon.

Many marketers are trying to personalize their brands, pretending to be like real people and yet not quite making it. It’s like faking sincerity. Glib. Unless you’re real, and real careful, you end up with depersonalized personalization.

Talking to demographic is actually not the same as addressing one person directly. It’s the marketing equivalent of “I hear you” rather than “I am listening to you”.

What’s required is a fundamental change. It has been described as a shift in emphasis from the era of “experts,” to the era of the storyteller.

In communication terms, the human mind has evolved to absorb stories. Our genes have evolved specialized language modules in our brains, and stories inform our shared cultural memory.

If you know who it is that you want to empathies with your brand, then refocus away from telling them what to do and instead focus on what they really need and want.

And what people really want from your brand’s advertising is engagement. They want dreams, memories, passion, and laughter. They want nourishing stories.

Not sales spiels.
Not speeches.
Not lectures.
Not product briefings.

Get used to the idea that no one is interested in learning about product features through advertising, anymore.

There are too many peddlers these days, a wise client once said to me, too many marketers have forgotten their roles.

Marketers should be telling stories. Selling intangibles. That’s how life insurance is sold, with stories – otherwise you’re just offering a bit of colored paper and a cheque when you die.

“Listen as I tell my tale with shameless sincerity,” is how the master Italian filmmaker, Federico Fellini, defined the role.

He said: “Our duty as storytellers is to walk people to the station …” Do this appealingly, and they’ll board your train.

Neil French, creative director of O&M Worldwide, and pioneer of high creativity for the Asian world, knows a thing or two about shameless sincerity.

What follows is an enlightening fireside chat about how to talk to people once you decide “who you’re talking to.”

To me, writing an ad is talking on paper. It’s not really writing at all. It’s just chat. And I know that given a juicy subject, I can hold an audience with an anecdote for just so long – and not a second longer.

The Art of the chat. The art is all about knowing your audience. The comatose drunk is not actually an audience since, to him, my glittering oratory is as the buzzing of a live of wasps.

The nice cop is not an audience as he’s just glad I’m not blowing a feather-on-a curly-thing at him, or singing “My Way.” The audience was the group that seemed spellbound, half a bottle ago, and whom I’ve lost somewhere along the way.

Where did they go? And Why? Well, “Where” Is easy. “Anywhere out of earshot of this pillock” about covers it. But why? I think, again, I know.

I lost them the moment I stopped talking one-on-one, and started pontificating to “the audience.”

It’s why most political speeches, and most sermons, are so bloody boring. The speaker has a message for everyone, and insists on speaking to everyone.

Whereas the trick is to talk to one person in a room, in the knowledge that many others will also think you’re speaking only to them, personally and intimately.

It is widely acknowledged that when Adolf Hitler ranted at the massive Nuremberg rallies, every member of his audience felt he, personally, was being asked to come to the aid of the Fuhrer.

When Churchill spoke on the radio of “fighting on the beaches”, millions of men and women saw themselves as standing nest to Winston on the shingle, staring defiantly out to sea.

Jack Kennedy was talking to the young, the idealistic, the generation that saw him as a younger, sexier version of Dad, when he exhorted them to ask, “What you can do for your country.” You – singular.

And that’s how great ads work. When you read them you feel that this was aimed directly at you. In your heart you know that thousands like you are feeling the same, but that doesn’t spoil it. In a way, it enhances it: you’re a member of a select club.

When you see a long-copy ad, you know that it’s aimed at you, because you’re an avid reader.

So you read it – until, like the slurring old sod, it bores you. When you see a witty visual joke, you feel closer to the brand – largely because you know that so many people won’t “get it.” That’s how yoof-marketing works.

And one day, when it dawns on the brand-owners that the grey-dollar is more numerous and more cynical than any other, that’s how they’ll have to talk to the geezers.

The splendid and indispensable thing that we all have at our disposal, as writers and producers of advertising, is a choice of medium.

Let me lumber you with another of my hobbyhorses: I think all advertising is, to some extent, crass and rude. Let us count the ways:”

The bumph that clogs up your letterbox every day. An irritating pile of paper and a waste of perfectly good trees.

You have to shuffle through it all to get at the bills and the letter from Auntie Maisie. And Most irritating of all are the pieces disguised as bills or letters from Auntie M.

“Spam” in your email. We won’t even deign to discuss.

Television ads. Imagine for a moment that you and your family are watching … I don’t know … Formula One racing, for example.

Just as Eddie Irvine has stuffed his Jag into the old tires again, and shuey is about to carve bits off Coulthard, into your living-loom leaps a man in a suit who stands in front of the screen and tries to sell you a car!

And he’s there legally, and he won’t go away. That is what we do for a living. Personally, I will never, ever buy a Honda-anything, as long as I live, on account of their ill-placed, ill-timed, patronizing Formula One ads. But that’s the point. People take our rudeness personally.

Radio, I suppose, is less rude, as nobody actively listens to radio anyway: and, in any case, the ads are generally so bad they’re impossible to take any note of at all.

If you’re one of the perpetrators of radio ads, please note that a funny voice is not an idea, and a funny voice shouting is even less of one.

Try saying something interesting. But then, you probably don’t know anything interesting.

See? You can insult a radio-ad writer so easily, in the same way that they take such pains to insult your own intelligence. They won’t notice you, any more than you’d notice them.)

Print Media. Magazines, for instance. I’ve never actually been annoyed by magazine ads, except for the mass of them at the beginning of GQ.

They’re annoying merely because they’re all the same, can’t possibly work, and account for half of the weight of the mag.

Nevertheless, they’re not what I bought the thing for, and thus they’re rude for being there at all. On the other hand, they pay most of the cost of the mag, so I’ll put up with them.

Newspapers. Now, I have to admit to being a huge fan of newspapers. With the exception of some appallingly vast tomes in the US, there’s never enough advertising to be an annoyance.

And the best newspaper ads are witty and current, and I’m flattered if someone addresses me as such.

So there it is. Advertising that appears to be talking solely to one individual is a lot less rude than the “Ere, you lot! Listen to this!” school of communication.

Now, let’s go into that in some depth.
Why are you dribbling on my table? And who is this nice man in blue?

Keywords: advertising, brand, marketers, ad, ads, long-copy ad, yoof-marketing, television ads, radio, print media, radio ads, radio-ad writer, magazine ads,


25 Comments so far ↓

  • hlrsfxf

    The art of chat in advertising | Web Copy Blog
    hlrsfxf http://www.gd0t93qe8v67nnr8144nk1u9bt1a83j8s.org/

  • 旧机械进口报关

    2、 一些投机资本开始从酒业撤退。同时,主要业务是提供肠道微生物检测报告以及微生态动态干预, 市场发展中,全国用于基础研究的经费支出为498.分活动类型看,中国与泰国之间的铁路项目合作在历经一波三折之后终于敲定。中国电科院新能源所总工程师迟永宁的这两条结论。中国企业一没钱、二没技术工艺积淀,但是做到奖勤罚懒、奖优罚劣还有很大难度。

  • Auto pernei scaunului

    The art of chat in advertising | Web Copy Blog

  • nike air force ones

    It is appropriate time to make some plans for the future and it is time to be happy. I’ve read this post and if I could I wish to suggest you some interesting things or advice. Maybe you could write next articles referring to this article. I wish to read even more things about it!
    nike air force ones

  • kyrie 4

    I merely want to inform you you that I am new to blogging and thoroughly valued your page. Quite possibly I am likely to store your blog post . You simply have stunning article information. Delight In it for expressing with us the best web webpage
    kyrie 4

  • adidas nmd shoes

    3 b light 3000 luxury basketball shoes sell?Ball dad want to money to crazy?
    adidas nmd shoes

  • yeezy shoes

    Wear basketball shoes can run?
    yeezy shoes

  • kyrie irving shoes

    You’ll find it almost unthinkable to come across well-educated viewers on this matter, but you seem like you comprehend which you’re indicating! Regards
    kyrie irving shoes

  • prada shoes

    It is proper day to put together some goals for the near future. I’ve read through this blog posting and if I can possibly, I wish to suggest to you you handful worthwhile tip.
    prada shoes

  • kd shoes

    Hamilton confirmed to attend the standing conference and media training
    kd shoes

  • jordan 1

    Abusi e dignit脿. Tra aprile e agosto 2014 l’organizzazione ha intervistato 87 persone con disabilit脿 intellettiva e psicosociali, le loro famiglie, istituzioni e ong. In molti hanno denunciato abusi come segregazione forzata, insulti verbali, mancaza di privacy e limitata libert脿 di movimento. Jelica, una donna di 58 anni, ha vissuto per 17 anni in un istituto prima di essere trasferita in una comunit脿 d’accoglienza. “Mi 猫 stata ridata la dignit脿 – afferma – adesso mi sento un essere umano. Nell’istituto mi sembrava di essere in prigione, ma adesso mi sento di nuovo una donna perch茅 sono io a decidere della mia vita”.
    jordan 1

  • kobe 9

    銇撱倱銇仭銇紒銇撱倢銇仭銈囥仯銇ㄣ偑銉曘儓銉斻儍銈仹銇欍亴銆佺銇亜銇忋仱銇嬨伄銉樸儷銉楀繀瑕併亴纰虹珛銇曘倢銇熴儢銉偘銇嬨倝銇€傘仢銈屻伅闈炲父銇洠銇椼亜鑷垎銇儢銉偘銈掕ō瀹氥仚銈嬶紵绉併伅闈炲父銇玊ECHINCAL銇亜銇屻€佺銇亱銇倞銇亾銇ㄣ倰鎶婃彙銇欍倠銇撱仺銇屻仹銇嶃伨銇欓€熴亜銆傜銇€佲€嬧€嬨倰鑰冦亪銇︺亜銈嬬鑷韩銇屻€佺銇仼銇撱伀銈忋亱銈夈仾銇勩倱銇犮亼銇╅枊濮嬨€?銉濄偆銉炽儓銈勬彁妗堜綍銇嬨倰鎸併仯銇︺亜銇俱仚銇嬶紵 銇濄倢銈掓劅璎?
    kobe 9

  • cheap vera bradley

    When I first saw this title 茫鈥毬好F捙撁F捖┟B伮b€氣€毭b€毬F捖济F掆€∶F掆€姑F捖趁b€毬懊b偓聬茫茠炉茫鈥毬っF捖F掆€懊b€毬姑F捤喢F捖F掆劉茫茠陋茫茠录茫鈧€?on google I just whent and bookmark it. I blog often and I seriously appreciate your information. This great article has truly peaked my interest. I am going to book mark your site and keep checking for new information about once per week. I subscribed to your RSS feed as well.
    cheap vera bradley

  • lebron soldier 10

    Bestellen erfahrung, generika per uberweisung kaufen und in osterreich verboten, au?er billig kaufen per uberweisung, rezeptfrei in deutschland. Preisunterschiede auch gunstig kaufen osterreich, generika preisubersicht und online bestellen ohne rezept schweiz trotz pille ohne rezept bestellen.
    lebron soldier 10

  • stephen curry shoes

    You can certainly see your expertise in the paintings you write. The sector hopes for more passionate writers like you who aren’t afraid to say how they believe. All the time follow your heart.
    stephen curry shoes

  • best headphones

    It was another clear and bright day with a light breeze caressing those fortunate enough to be up and about,Michael Kors Outlet,Perhaps it
    best headphones

  • uk replica rolex gmt

    Excellent got in subsequent, whilst it was entirely meant to be affordable as well as in contemporary occasions they are on level with every other model item besides being exceptionally fashionable.
    uk replica rolex gmt

  • adidas yeezy boost 350 v2 zebra

    Harden’s signature style low help basketball shoes let dreams and fly together career
    adidas yeezy boost 350 v2 zebra

  • lebron james shoes

    I do not even know how I ended up here, but I thought this post was great. I don’t know who you are but definitely you are going to a famous blogger if you are not already Cheers!
    lebron james shoes

  • adidas ultra boost

    Hey there, You’ve done an excellent job. I’ll definitely digg it and personally recommend to my friends. I am confident they will be benefited from this site.
    adidas ultra boost

  • adidas tubular

    Dead!Owen/Nike basketball shoes Nike Kyrie 3 time thirty percent to snap up!
    adidas tubular

  • NMD Human Race

    Do you remember your first pair of tennis shoes?
    NMD Human Race

  • Maillot bayern Pas Cher

    Merci ! Oui c’est article est très utile !
    Maillot bayern Pas Cher

  • 红酒进口报检批文单证

    1、 集通信网络、GPS定位、移动4G抄表智能终端等于一体的新型抄表系统。记者走访了超市。3报收278.据了解,将实施两大工程:一是企业知识产权运用能力的培育工程;二是知识产权风险评估的预警工程。形成整个行业的合理布局,按照既是工业园区,中国气象科学研究院研究员刘洪利在昨天的发布会上透露食品安全法拟修订:网购食品出问题 网站先赔钱 食品产业网 (2013年10月30日11:17) 昨天懂得软件、计算机。

  • kobe 11 elite

    I know this if off topic but I鈥檓 looking into starting my own weblog and was curious what all is needed to get setup? I鈥檓 assuming having a blog like yours would cost a pretty penny? I鈥檓 not very internet savvy so I鈥檓 not 100% sure. Any suggestions or advice would be greatly appreciated. Appreciate it
    kobe 11 elite

Leave a Comment