Media
Are you more likely to buy this IF I SCREAM IT AT YOU?!
What a week to not be a celebrity. Besides shocked, the passing of Ed McMahon, Farrah Fawcett and Michael Jackson might leave us all a little relieved that we’re as unfamous as we are. Superstitious or not, there seemed to be some sort of celebrity curse making the rounds. But to many of us branding/advertising/marketing types, the aforementioned stars aren’t the main loss on our minds. Rather, it’s the passing of legendary pitchman Billy Mays that resonates most strongly. Yup, for once he got our full attention without screaming at us that we’ll get TWO TUBS OF OXI CLEAN IF YOU ORDER NOW!! or that PHONE LINES ARE NOW OPEN!!
Billy Mays is so intriguing—and scary—because he almost single-handedly represents (OK, along with the Sham-Wow guy) one side of a long-standing debate in advertising and marketing circles: that you can sell piles of product simply by being loud and repetitive. Every time I caught a Billy Mays-ified spot while waiting for Mad Men to resume, instead of “YOU’LL GET WHITES WHITER! COLOURS BRIGHTER!” I heard “YOU PANSY ARTIST COPYWRITER, YOU DON’T NEED AN IDEA TO BUILD BRANDS OR SELL PRODUCT!!!” Good thing it was always on DVR so I could fast forward before he started commenting on my fashion sense too.
You see, the “idea” is the undisputed heart of every ad that every self-respecting ad person dreams up for clients. Regardless of the medium, the idea is the first stop on the branding and advertising voyage to sales and market share. It’s sacred. It’s at least half of what makes ads award-worthy. And it’s non-negotiable because it works. So how is it that Billy Mays, in spots without a hint of an idea, can make marketing powerhouses out of brands? Sure, he demonstrates the product, and we all know that demonstration is a viable tool, but wrapped in an idea!
Of course, Billy’s not the first to sell this way. Every city has their local car dealer celebrities, mattress-hawkers and pawn-shop owners who star in low-rent TV spots and loudly and repetitively hammer you with the deal at hand. Nothing new here. But Billy Mays took it to the next level, lending his glass-shattering vocal talents to products from cleansers to garden tillers. Increasing these product’s profits along the way.
His approach seems to work. And idea-based advertising works. So why choose the more challenging path, the more time-consuming path, the idea-based path? Because whenever possible, you should choose to not annoy your customer. Whenever possible, you should treat your customer like a human being, not a piece of meat. Whenever possible, you should engage your customer in a dialogue that transcends a single purchase-decision. The idea is your best tool for engagement, uniqueness, memorability, and longevity. In the long-term process that is brand-building, it’s the best way to develop the kind of relationship with your customer in which the brand is respected as much as the customer.
So, rest in peace, Mr. Mays. Your magnetic personality and unique voice will be missed. But your philosophy on advertising will, I’m sorry to say, not.
Besides, we’ve still got Christine Magee to keep us company.
Head on. Apply directly to the forehead.
Head on. Apply directly to the forehead.
Head on. Apply directly to the forehead.
LOL.
I wonder if the different approaches might be tied to different goals with regards to longevity? “As Seen On TV” products are usually silly inventions that are here today, gone tomorrow. They are often commodity products as well. They’re not so worried about transcending their commodity status and creating a brand. There is no brand. No idea. They just want you to buy buy buy! Until the next silly invention comes along.
The other difference between branding and hustling is that you have 30 second with a ad… but 30 minutes with a paid advertisement. Just thinking out loud here.
I actually had a similar issue with a project were a client insisted on using long copy to sell their web service. There was no demo. No try before you buy. No sign up option. Just a ton of copy shouting out lots of fantastic claims and a “Subscribe Now” button. I imagine that works for fad diets, weight loss pills, penis enlargers, etc… but I don’t see how it could work for a high end professional web service. With a Web 2.0 service, people need to feel good about the site and try it out before they make that leap. No amount of long copy can create trust. In fact, I think it does the opposite. Me thinks the hustler doth protest too much?
Wow, that “head-on” stuff is infuriating!
You’re so right, that’s the other massive point in support of idea-based work: when you don’t have the budget to blanket the market with your message, you need to be smarter. It’s like brawn vs brains. Billy Mays had the brawn (long spots, many spots, massive media spend). When you don’t have that kind of money to get your message out, when you don’t have the brawn, you need to be smart. And, just so happens, the smarter path is more respectful of your audience, and better for long-term branding. It’s usually your best bet.