In this classic study Packard identified eight “compelling needs” that advertisers promise products will fulfill; needs so strong that people are compelled to buy these products merely to satisfy them.
Perhaps this explains why, as a youth, I heard rumors that the dots in Ritz crackers spelled out “SEX”. While I never bought into the idea, it’s obvious that an active imagination could make it appear legitimate.
Subliminal advertising surrounds us. There’s the FEDEX logo’s arrow. The 31 in the Baskin-Robbins logo. MOM in the Wendy’s logo. The list is endless.
It’s hard to ignore a hidden message once you’re aware of it. If you’ve seen the Tostitos logo, with its two people dipping a chip into salsa, you understand my meaning.
Which is why the TV commercial for the LA injury law firm whose last seven digits are 8-0-0-0-0-0-0 caught my attention. Every time they say the number (including in their musical tagline) they say “eight million.”
As this is a marketing column, I won’t debate the value of one law firm over another. Furthermore, I don’t know these folks, nor how effective their services are.
Yet from a marketing perspective it’s nothing less than brilliant to subtly impart the message ”Hire us, and you’ll get millions of dollars.”
This effectiveness is worth considering as you examine your own business’ messaging. Whether in your advertising, tagline, or logo, ask what you are saying to potential customers.
Is your message clear, clever, subtle, or so clever it’s hidden? Does it speak to your audience, your product (or service) and your organization’s personality?
While examining your message, remember YOU aren’t the customer. Meaning even if the point is obvious to you, the customer just may not get it. Be sure to have someone unrelated to the business review your message to ensure it’s accomplishing your objective.
Having good communications is critical to a business’ success, and imparting an idea that constantly reinforces itself (logo, jingle, tagline) can have a huge impact on your bottom line.
Then take a lesson from our LA friends…because a great phone number can really get your phones ringing.
With that said, I wish you a week of profitable marketing.
Increase your customer traffic with advice at www.marketbuilding.com.