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Get Your Consumers to Tune In, Not Out

May 9, 2011

What parent can’t relate to a child with selective hearing? You tell them one thing, and it seems it goes in one ear and out the other. Then, you say something seemingly insignificant, and they can’t forget it! I know that I have done this with my parents, and I’ve seen countless kids do it with theirs. So what’s the deal? Children are mastering the filtering concept that consumerists have had down for years! Advertisers can relate to what parents have been feeling for all this time, only instead of trying to get the message across to their kids, they are trying to communicate with their consumers.

So how do we as advertisers remedy this? Thomas Stringham, author of this article, offers an insightful suggestion. How about getting consumers to seek out rather than tune out? That is much easier said than done, however. The trick is to engage your audience, and often times that requires evoking some sort of emotion. If you can’t make your audience laugh, try to make them cry, or better yet, scare them! Do whatever is most appropriate and relevant for the product you are marketing.

Bottom line: we need to break the monotony.

How have you found ways to break the mold? Or, feel free to share any ads that have caught your attention. We would love to hear from you!


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