The old waterbed ad copy reads: “Two things are better on a waterbed. One of them is sleep.”
It’s humorous copy, but what makes it work is that it gets to the truth.
A slow close-toilet seat ad is better off pointing out how it prevents terror-filled screams from children because there’s no way their fingers will get slammed in the seat when their playing without adult supervision. (Surely there’s a shorter way to say that in an ad, but you get the point.)
As marketers, it’s our true responsibility to find the truth in the products or services we’re attempting to share.
Fortunately, getting to the truth is easy: ask and listen and watch.
After you ask, listen and watch enough, you’ll find a Truth Trend and that becomes your hook, main point and converter.
There’s only one thing better than being advertised to. It’s being understood.
Stay Positive & Find The Truth
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