I don’t care whose mom discovered a teeth whitening trick

I see these ads everywhere. They drive me crazy. If you want to sell teeth whitening products, that’s fine. But what really gets my proverbial goat is how much they promote that a mom did it.

The use of the mom reference, I suppose, is to make it seem affordable and practical, because moms are frugal and smart. Perhaps it’s meant to rope in a female demographic who think “Hey, I’m a mom, too, so maybe I should buy into this one simple truth.”

And note that in the third of the three-ad banner, above, “mom” is now a single mom. (Sorry it didn’t work out between you and your husband; he’d better be up to date on his alimony!)

If it was tooth whitening tricks discovered by a dad or a grandma or someone’s aunt or my neighbor Stan, would any of that make any difference to the ad? You don’t see a lot of ads whose marketing schtick is related to the discoverer:
Eat bacon discovered by a fat guy
Pound nails invented by a carpenter
Try on shirts stitched by a haberdasher
Eat soup made by my grandma

Weirdly, there’s also a sense of “let’s stick it to the high roller dentists”, which doesn’t seem to fit with how moms are. (At least it doesn’t fit with how my mom is). Moms are nice. And it’s not as if dentists meet in a backroom somewhere and cackle while they try to find ways of charging you more. Leave the dental industry alone!

Anyway, it’s a weird ad, and one I could do without seeing again. Just sayin’.

Published by Aaron Hoos

Aaron Hoos is a writer, strategist, and investor who builds and optimizes profitable sales funnels. He is the author of The Sales Funnel Bible and other books.

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