But Thats Not What I Meant!

But thats NOT what I meant!

But thats NOT what I meant!

I REALLY LIKE YOUR GREEN HAT. Where did you get it?

Ive always liked those pants. Are they coming back in style again?

Are you always this funny when youre drunk?

This Is What I Mean!

Even though the speakers didnt actually say to you, Green hats are ridiculous, those pants are out of style, and you talk like a drunk, youd probably find it hard to respond favourably to those compliments, because you would have heard MORE than was actually being said.

Like me, people have learned to hear much more than is being said, especially when it comes to advertising. Im convinced it was all the hype advertising that taught us to listen with suspicious ears. Sale! Sale! Sale! 60% 70% Up to 80% off! This offer ends today at 6pm!

This kind of advertising might have worked back in the days of our naivet, but that day ended when we got our first Multi Level Marketing pitch or received our first letter from a time-share resort:

You have definitely won one of the following prizes: (1) A brand new Cadillac

(2) A Sport Boat (3) A $5000 Rolex (4) A home entertainment system worth $10 000

(5) A years worth of free flights anywhere in the United States. Please call to let

us know when you can pick up your prize. Bring proof of identification.

To be effective at advertising in todays market we have to understand our listeners reluctance to believe the claims of advertising.

We must volunteer the proof they need.

The time has come to offer a remarkably better product or service. No longer will the prize go to the company who tells the biggest lies and shouts the loudest.

If you want your advertising to be productive, you must have a story to tell, and you must tell it persuasively.

By the way, I once got that time-share letter in the post and travelled 120 miles to collect my prize. After 3 hours of (unsuccessful) pounding and hard selling, they tossed me a two-dollar inflatable raft and said, Thanks for making the trip, Sport. Heres your boat.

You might ask how I am so sure that people are becoming less nave. Well the time-share people quit mailing those letters when the letters stopped working.

When last did you take a day off and drive 120miles to pick up a new boat, Sport?

- Martin

To Find True Meaning,CLICK HERE

by: martinchristovanzyl

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