5 things I hate about TV commercials (#3)

#3 Fake Urgency

This post doesn’t come with a snappy little video.  It doesn’t need to. I won’t even be able to scratch the surface of this nonsense and you’ll be able to list many, many more instances of fake urgency that you’ve seen.

Urgency in advertising is meant to encourage viewers to run to the nearest store and buy whatever is being offered. It’s meant to drive sales now. That part is okay. Ads that use real urgency are able to explain that events are about to change and a purchase now is better than a purchase in the near future. Limited time offers are a good example of this.

And then there are the ads that try to fake it. Usually these are car dealership ads or furniture store ads. And their messages go something like this: “Hurry! These prices won’t last long”. “You may never see prices like this again!” “This is a once-in-a-lifetime price”. “Because of customer demand, we’ve held over our sale for just one more week”. “We’re overstocked for the holiday season”. “The boss is away on vacation for two weeks so we’ve marked prices down.” etc,

Businesses offering these deals are so price-driven that I know we will see prices like this again. Probably sooner than later. That’s what makes this urgency fake.

… And we all know they intentionally overstocked for the holidays and most wholesalers would simply buy back whatever they sold to the retailer.

… And we all know that the boss okayed a price mark-down before he or she left on vacation because if it hadn’t been okayed, everyone would lose their jobs when the boss got back.

What diminishes their urgency is the use of open-ended words like “these prices won’t last long” (how long is long. An hour? A month?) and “you may never see prices like this again” (I may not… but I may. And I’m willing to bet that I probably will).

About 6 months ago I got a call from a cellphone company trying to sell me their plan. I kept declining the offer and the person on the other end suggested that I was passing up an unbelievable once-in-a-lifetime deal. I didn’t say anything to the salesperson but I was sure it wasn’t once-in-a-lifetime. Sure enough, three months later, I got a similar once-in-a-lifetime offer from the same company. I’m so lucky with these once-in-a-lifetime offers, maybe I should play the lottery (and be extra careful of lightning!). I’m about due for my semi-annual once-in-a-lifetime cellphone offer again.

In your advertising, it’s good to include an element of urgency. Just make sure it’s legitimate urgency. Don’t overstate how shockingly low your prices are. Don’t use open ended language like “you may never see a sale like this again”. Instead, create real urgency with limited time offers and significant sale prices. Make sure your sale ends when it ends. Offer different types of sales through the year (so that customers don’t think that they’ll simply catch your once-in-a-lifetime prices when you offer them again next month).

Here’s an observation: Airlines do put seats on sale once in a while, usually in anticipation of slower travel seasons, but they don’t need to do much to explain urgency because travelers know that these prices fluctuate by the minute and we all know that if we find a good price, we need to snap it up fast. I’m not suggesting that this will work for every other business, but we’ve become accustomed to this invisible auction pricing policy from airlines… so it might work in other businesses to.

Here’s another observation: Businesses that sell e-books have struggled for a few years on how to create urgency. If you have ever visited one of those super-long sales pages for ebooks you’ll read something about “this deal won’t last” or “buy now and for a limited time you’ll receive this free bonus”. In most cases, we can be sure that the limited time offer is perpetual. (Update: Since writing this post in my previous blog and then importing it here, I’ve seen 3 examples where the limited time offer was truly limited!)

5 things I hate about TV commercials (#4)

#4: Weak connections between the hook and the pitch

This one is a little more specialized and can be easy to miss. But once you notice it, it will drive you crazy because it happens so frequently.

Most TV commercials contain a hook, a pitch, and a close. The hook is the introductory sentence or two meant to capture your attention (and keep you from going to the fridge). The pitch is the main part of the commercial. The close finishes it off memorably.

Good commercials tie the hook, the pitch, and the close all together. Bad commercials (like the one you’re about to see) tie just the hook and close together and leave the pitch on its own.

The hook (-0:30 to -0:27) goes like this: “My son lives on a boat, how original”.The pitch (-0:26 to -0:08) discusses how the detergent gets rid of grease.The close (-0:07 to -0:00) completes the story with a “boat sweet boat” joke.

Now here’s the part I hate: the connection between the hook and the pitch is the word “original”, and has nothing to do with the boat (which is the true substance of the hook). After the mother says “original” in reference to her son’s choice of home, the father picks up the word and uses it to describe dinner. Then that carries the viewer into the pitch by implying the daughter-in-law’s meatloaf might be difficult to clean if it weren’t for the detergent. The hook is referenced again only at the close.This is poor commercial writing at its finest because there is no relationship between the hook and the pitch. The hook is “tacked on” as if it was written as an afterthought… as if a bunch of marketers were sitting around a room looking at a decent pitch and saying to themselves, “It’s 4pm Friday. If we write a quick hook we can get out of here and beat rush hour traffic!”

Here’s how you know the hook is tacked on: The choice of home can be swapped out for anything as long as the word “original” is still there. The son and daughter-in-law can live in a tent, on the moon, or in a biodome at the center of the earth, and the advertisers could still pull off the weak connection because the word “original” is more important than the rest of the hook. In fact, the advertisers could have written a commercial about a mutant child ushering in an alien invasion and it would still work. (The mother might say, “My son has 8 arms and 3 eyes, and here come the martians… How original”). As long as the father picks up the “original” keyword in his sentence, the commercial can barrel forward in its story, completely ignoring the tacked-on hook.A better way to write any kind of advertising that tells a story like this is to tie the hook more closely to the pitch.

Dish detergent commercials that do this well don’t try to be clever with boat-dwelling children, but rather talk about the loads of greasy dishes left over from dinner. Laundry detergent uses a similar technique: The hook is a sloppy husband or child spilling something on their nice clothes, the pitch is the detergent getting it clean, and the close is the happy family once again. Yes, it’s a standard formula but it is so much more cohesive (and therefore, effective) than the story of the guy on the boat.

(On a side note, the father is REALLY concerned about the grease… and doesn’t he remind you of the millionaire on Gilligan’s Island?)

5 things I hate about TV commercials (#5)

#5: Fake Science

If you’ve ever seen commercials for haircare or skincare products, dish detergent, medicine, or paper towels, you’ve seen this quasi-scientific demonstration. It works like this: While the narrator is describing the superior function of the product, you get to see a visual of the scenario but it is meant to look scientific.

For example, paper towel is shown on a split screen, soaking up liquid more effectively than the “leading brand”. And over-the-counter medicine is usually seen at work in a human-shaped silhouette, sending green or blue liquid to ease a throbbing orange light. Hair product and dish detergent commercials follow a similar pattern.

In this example below, I have no idea what the language is but the pseudo-science proves my point.


It doesn’t bother me that advertises use science in their marketing; that can be very compelling. What does bother me is when advertisers use fake science or snappy graphics to pass for science.

Beloved SWOT analysis – Revised

The Business Diamond Framework™ (along with the 3i Methodology™) is a guide that helps practitioners know which tools to use, and when. The SWOT analysis is one of dozens of tools used in the Business Diamond Framework™.

Normally a single SWOT analysis might be applied to the entire business (or business unit). But with the Framework, a SWOT analysis is used slightly differently:

  • During the Insight stage, the SWOT analysis should be applied to each of the Function Diamonds (Leadership, Support, Value-Add, and To-Market).
  • Then, during the Innovation stage, the SWOT analysis is applied to each of the Function Diamonds again.

At first glance, this looks like a lot of work — four times as much! — but what practitioners end up with is a focused use of the tool; rather than asking “what are our business’ strengths?”, they end up asking far more focused questions: “what are the strengths of our leadership?” (or “what are the strengths of our support structure?” etc.). Practitioners may end up with a few more points in each of the SWOT sections (although not as many as you might first assume), and those data points will be far more effective than the broad (and perhaps more biased) observations from a general SWOT application.

Notes

  • I’ve found in practice that you end up creating a lot of content for the Strengths and Weaknesses portion of a SWOT during the Insight stage and a lot of content for the Opportunities and Threats portion of a SWOT during the Innovation stage.
  • A good starting place for more details about SWOT analysis: http://en.wikipedia.org/wiki/SWOT_analysis.

  • You’re probably already familiar with the basic SWOT analysis, but some interesting data-visualization work has been done in SWOT analysis landscapes which you can start reading about here.
  • I have a theory that there is a Wiki for everything. Check out WikiSWOT.

Energy industry articles

aaronhoos_client_albertaoilAlberta Oil Magazine delivers news, analysis, and insight for Canada’s energy sector. I’ve had the privilege of writing a number of articles for them, on a variety of topics over the years.

The articles covered three main topics:

  • Analysis and forecast of OPEC’s pricing
  • Advertorials for oilfield companies
  • History of the oil industry

Notes

I wrote an article for them, in a 2005 issue, about OPEC was exploring the likelihood that oil would reach $50/barrel that year. Haha, $50/barrel oil seems almost laughable now.