Don't bully your customers.

I get this junk every day. ( I spared you the enlargement ads. I hope you don’t mind.) While I ignore this junk and all the dying people that send me millions of dollar, I think it represents fairly well what many clients expect from their agencies.

Brainwashing and hard-core selling.

Now, when you ask clients, they will talk about ’emotional selling” and “branding experience”. But when procurement knocks on the door and the sales spread sheets show a lot of red, they want the sell: benefits, discounts, knock down the competition, buy now.

Don’t get me wrong: Advertising should be about sales. Period. Good advertising motivates people, encourages them to take action and take out their wallet. But it doesn’t put a gun to their head, screaming: “Hurry. Try now.” Good advertising is not a bully. Good advertising is a charming servant.

Everybody is selfish.

We all want things that are in our best interest. Good advertising connects the emotional desires/needs of people with the commercial desire/needs of brands. It shouldn’t be that hard to understand but more and more brands are pushing into the bullying mode, trying to force people to action.

HAVING A BREAST PROBLEM?

WOMAN’S BREASTS ARE THE MOST IMPORTANT ASSETS BECAUSE THEY BOOST-UP OUR CONFIDENCE.

OUR BREAST ENLARGEMENT PRODUCT IS THE BEST ANSWER TO YOUR BREASTS PROBLEM.

HURRY!
TRY NOW!

Oh, ok. Since breasts are the important assets of a woman, once she enlarges them, her life will be like a dream. Happiness all around. Joy to the world. Take some pills and you’ll be happy.

Oh, ok. Who believes that garbage?

I’m sure this product doesn’t work but I know for sure the advertising achieves the opposite what the brand wants to happen.

You can’t force people to react. People will turn away. Run away.

Clients usually ask for the hard sell, the in-your-solution because they are afraid to risk anything. In reality, they’re risking everything by cramming 3 product benefits in one banner ad.