Preaching To The Converted

Don?t say: ?Please think about us logically.? Instead: Identify: ?Feel it, don?t think about. Commit, don?t decide.?By bonding our image to people?s aspirations and dreams, we are correctly using our advertising to reinforce existing, favorable attitudes. We should accept our audience as they are. We should work within their frames of reference; we should share their emotions.

Strong images offer the consumer everything that strong products and services do. But they offer much, much more. They have another dimension that attracts, that builds a relationship between themselves and the consumer. Communications psychologist, Hugh MacKay says: ?The advertisers who understand this often enjoy spectacular growth in market share. If we understand that advertising can have an emotionally ?bonding? effect on our consumers, then we are much more likely to use it intelligently. Advertising generally works best when it is designed to preach to the converted.?

This is great advice in today's marketplace and this is how we need to approach campaigns with clients to get the results they desire.  That doesn't mean we don't emphasize the "call to action", the location, or the unique selling proposition, it means that we find a better way to project that feeling to our audience.