Once upon a time any advertising that centered on the owner of a company was referred to as an egotisement. Maybe it still is.
But any radio, television, print ad or website that features, promotes and stars the owner is usually bad on more than one level. If that owner ever decides to sell that business – how can they?
They are the business! Now, there’s nothing wrong with promoting yourself unless the end result is a cheesy, corny and annoying ad.
Auto dealers, and you know who you are, are the most obvious examples of media gratification. And, it now seems that medical professionals are coming up as a close third just behind lawyers!
Those of you out there promoting yourselves instead of your services or product are not really building the type of brand equity you think you are. Do you really think that the consumers out there who are looking to buy or ready to buy are going to be impressed by your pomposity, shtick or bluster?
All they’re interested in is what your ad’s message or offer will do to solve their immediate problem or long-term need. They’re not going to listen to what you have to say about yourself!
Your bad advertising message will only make your good product or service seem lees than it really is. So, who’s the star of your show – you – or your products and services?
You may be the expert but customers buy based on their initial advertising impression and sales experience not on what expert says. Avoid media gratification and remember what David Ogilvy, one of the best ad men ever, said: What you say in advertising is more important than how you say it.
Want gratification? Get it with advertising that is crafted to get positive attention with language and images that increase consumer’s interest and their desire to buy. And, best of all, advertising that sends customers to your business!