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Pushing vs. Flirting: When Repeat Repetition Doesn’t Sell

Posted By Robert Gorell On October 18, 2007 @ 11:56 am In Advertising,Branding,Persuasive Momentum | 5 Comments

Ever get the feeling that your marketing sounds like a broken record? If so, do you ever get the feeling that your marketing sounds like a broken record?

If so, maybe there’s good reason for that. Maybe it does (sound like a broken record).

Your company’s website is always on. It’s always there, speaking on your behalf. And it can get old quickly. Sometimes, it’s best to play it cool. Be yourself. Don’t try to pick up every customer you meet. If you want to attract someone unique, define what it is that you’re not [1]. But, whatever you do, don’t be pushy; it’s the ultimate turn-off. The rules of attraction aren’t much different if you’re selling soap or not-buying love.

The Hard Sell

[RSS readers, click here for video [2].]

When’s the last time you had a Kraft Caramel? Did you chew it, or did you just sort of gum it down? This commercial is kind of cute in retrospect, but it’s a prime example of why we should all be thankful that the mass market era is gone, gone, gone, gone, yeah. You don’t have to be Pavlov’s cat [3] to know this won’t work today.

The No Value Proposition Hard Sell (Retro Edition)

[RSS readers, click here for video [4].]

Head On introduced itself to the public without saying anything but its name, over, and over, and over, and over, and… (Arrrrrggghhh!!! What were they thinking!!?? It’s like listening to “Don’t Worry, Be Happy” performed by a choir of chainsaw-wielding parrots.) The only thing this commercial does to sell its product is actually give me the headache it implicitly claims to cure. And despite the fact that dissecting their marketing logic just gave me another headache, I still refuse to buy the stuff. This would’ve been a bad commercial in the 50′s. Today, there’s simply no excuse to disrupt the intrigue continuum [5].

Repetition as Humor

[RSS readers, click here for video [6].]

In the 80′s, brands were still tinkering around with tried-and-true mass marketing tactics. York does a good job here of using mind-numbing repetition to make you laugh at their own brand. York is fun. It’s a peppermint patty — what’s not to love? And it works. The melodrama of it all makes the ad ridiculous enough to stick; you shake your head and smile at the same time. Still, the begging for attention thing is a bit much. (Isn’t it annoying when cute people act this way? You’re cute. We get it. Enough, already.) For me, this ad evokes fond memories, not of the Alps, but of boring auto body shop waiting rooms and greasy glass counter tops next to diner cash registers; the usual places one falls in love with a York.

Want to be a marketing pick-up artist? Brand Autopsy has some tips on how to freshen up your online marketing game [7].

Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com

URL to article: http://www.grokdotcom.com/2007/10/18/pushing-vs-flirting-when-repetition-repetition-doesnt-sell/

URLs in this post:

[1] define what it is that you’re not: http://www.grokdotcom.com/2007/04/27/athletic-math-nerd-seeks-someone-to-hum-seinfeld-intro-music-with/

[2] click here for video: http://uk.youtube.com/watch?v=PVlhPVVVs34

[3] Pavlov’s cat: http://www.grokdotcom.com/2007/10/17/now-available-turkish-edition-of-waiting-for-your-cat-to-bark/

[4] click here for video: http://uk.youtube.com/watch?v=Is3icfcbmbs

[5] the intrigue continuum: http://www.grokdotcom.com/2007/08/28/intrigue-as-a-continuum/

[6] click here for video: http://uk.youtube.com/watch?v=ZuLSMJhQ7Lk

[7] freshen up your online marketing game: http://brandautopsy.typepad.com/brandautopsy/2007/10/attracting-not-.html

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