Are You Likable?
There is an advertising legend named Lee Clow.
As a creative guru, he was responsible for co-creating the legendary Apple 1984 commercial which helped get a “smallish” computer company on the map in a big way. He’s also known for his work on the Energizer Bunny, the Taco Bell chihuahua campaign and plenty of others. There is one thing, after all is said and done, that he preached.
And that is likability.
For local advertisers, there is a great opportunity in here. When you think about your advertising, are you even thinking about likability? Media people are sometimes measured on what’s called a “Q-Rating.” The “Q-Rating” is mostly about likability. Think about your favorite TV news personalities for a second. We’ll bet that the first thing that pops to mind is, “I really like him/her.”
There’s also an opportunity to build great trust from that likability. The same can be said for your advertising. The first, and most difficult step at times, is getting people to pay attention. If you’re likable, chances are they actually will take the time to listen to what you have to say. In some cases, they may trust you right way. In most others, though, that trust has to be built.
We talk a great deal about USP (unique selling propositions) and core sales messages and the like. But, when have you ever stopped and thought, “I wonder if people will like what I have to say?” If you do a little soul-searching and think about how you can create this bond between you and the consumer, while breaking the walls of resistance that most advertisers face, you’ll put yourself in a great position to win.
But, you’ve gotta get ‘em to like you first.
Tags: advertising, advertising likability, blog, good advertising, media, run spot run
