Are you advertising IN a Bad Economy? Or, Are you advertising THE BAD ECONOMY?

Wednesday, June 24, 2009 by admin.

Are you advertising IN a Bad Economy? Or, Are you advertising THE BAD ECONOMY?

It’s my business to know what advertising trends are, and to find our what’s working and what isn’t. I am thrilled that many businesses and corporations are heeding the advice to advertise in all economic environments, including this one.

That being said, there is a strange trend for companies to spend their money advertising the fact that there is a “Bad Economy”. My post is to discuss why this is both unnecessary and counterproductive.

It is a solid idea to capitalize on events, even a declining economy, IF your product or service offers a solution…or answers a question. But, if you start your advertisement by headlining “This is a troubled Economy”, and then offering the same ole pitch and jingle as you have done in every other ad in the past, you have lost your focus.

Now, there are times when dealing with objections should be done in advertising. But, if you simply mentioning and objective with no solution, you are in fact selling the Economy and talking your audience out of buying.

Imagine grabbing a prospect’s attention spending the time saying…”It’s too bad we have this terrible economy, otherwise I have this great product to sell”.

It’s like telling your prospects that YOU know you don’t have the money for your bills, so spend your last dime here! Or, You don’t have the money and I don’t have the money, but I’m hoping my “last ditch” advertising campaign will work. Like a strange passive -aggressive advertising ploy.

Here’s an example of a good way to mention the Bad Economy.

Many of our customers are concerned about getting into a long term payment in this troubled economy, that’s why we offer payment protection insurance with every financed purchase. If you lose your job, you’re covered!

Or a recent mortgage company’s ad I keep hearing that gets a “BIG NOD” from me is this one:

Our customers are educated to know that it’s the type of loan, NOT the interest rate that is the most important thing to consider when mortgaging your home. That’s why NONE of our clients are stuck under the risk of the exotic loans…. And they always end their ads with a “If we’re doing a great job, tell your friends, and if we’re not…tell me and I’ll fix it.

Literally, the first time I heard that company’s ad I teared up with happiness. That’s a company who “gets it”!

If anyone wants to share their good and bad ad examples, I would love to hear them!

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