Please ask your wife, husband, or significant other—in other words, the nearest typical consumer—to answer the following seven questions:
- Does viewing pop-up ads on your computer curl your toes in orgasmic delight? Yes or No?
- Does a mailbox filled with junk mail cause your palms to itch and sweat with nervous anticipation? Yes or No?
- Do you suffer from outbursts of violent anger when a TV commercial is interrupted by a TV movie? Yes or No?
- Do you prance around the parking lot with ecstatic abandon whenever you find a flyer on your car's windshield? Yes or No?
- Does keeping a phone next to your soup spoon on your dinner table (for fear of missing the next telemarketer's call) help your digestion? Yes or No?
- Do you drink pots of black coffee at 10 pm so you can stay awake to watch 30-minute infomercials at 4 am? Yes or No?
- Do you drool at the thought of spending $300 on an iPhone just so you can see interactive ads on its big, cool screen? Yes or No?
Have I made my point? Yes or No?
Advertising is dead. If you're a marketer... save your money.
Consumers have been over-advertised to and over-sold.
Unless you're conducting a white sale, fire sale, or going-out-of-business sale—and halving or quartering your prices—advertising won't get you a bang, a whimper- or a nickel for your buck. Not anymore.
The only ads that still earn their keep are those in newspapers and on supermarket windows:
Buy 1 Can of Campbell Soup for 89 Cents
and Get a 2nd Can—FREE!
Or something like that.