Sep 21 2007
Is a lack of PASSION inhibiting your growth…
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The majority of promotional material I read, lacks PASSION…
They just blah blah, blah, on about how interesting they think they are, or they are so esoteric I just don’t get it, nor do I want to waste my time trying to “get it”.
It’s a bit like the fact that I have always this secret, deep seated envy, for people who can REALLY appreciate music.
Don’t get me wrong, I enjoy music, in fact I enjoy most types of music, I can tap my fingers to it, and if I think no one can hear me, Sometimes I even attempt to sing along or at the very least, hum the melody.
But, I really envy those rare individuals who can do stuff like, listen to two musicians play the same piece of music, then describe to me the nuances of personal mood and interpretation they employed making the rendition uniquely theirs…
When they hear a great performance they become noticeably inflamed with passion, I’ve seen them moved in a way I’m yet to experience.
Maybe you have an ability just like that, if you ARE one of those rare people who can appreciate music or the arts this way, you have my absolute envy.
So, what’s all this passion stuff got to do with marketing?
One of my early and most influential mentors in the Advertising business used to mercilessly criticize Advertising that lacked passion… He would go into tirades about it.
As a young designer I would produce what I considered was a great advertisement, He would often take one look and ask:
“Where’s the passion in it? what’s the problem… does the product bore you? When you produce adds you have to go for it, damn it! You have to be, and show, your excitement, your enthusiasm has to leap off the page, you can’t pull back or play it safe”
The advertisement must RAVE about your product. You have to tell the reader how great it is, how every single feature of it will benefit them, they have to believe it feels good, looks good, smells good, works good, how it will make them feel better, look better, how it will make them richer, healthier, thinner, more charming, sexy and desirable.
There’s enough boring Advertising in the world don’t add to it…
Now, out of his highly critical gaze at last… I look back and agree, he was absolutely right!
Most advertisingIS boring, you can tell it was produced by people who lack passion for what they are trying to sell to us. And if they aren’t truly excited about it, how do they expect us to part with our hard earned dollars.
After all, We have millions of alternatives to choose from.
My challenge to you is: Collect all your promotional material together and read it again, do you really believe it will make the reader PASSIONATE enough to act…
