Hasta La Creative!

A mistake I see many ad-product companies make is they try to teach advertisers a new language instead of “speaking their language.” What do I mean? Brands know the goals they are trying to achieve, and every advertising product should show how it fits within the brand’s goals. Instead, what I oftentimes see is an advertising product effectively saying “I’m cool and sexy. Use me.” Left out is why a brand should care and how the ad product achieves the brand’s goals.

The same analogy applies to consumers. We can’t expect consumers to adopt every new way of ‘participating’ and ‘engaging.’ Rather, we have to accept what people like to do in their everyday lives. And nothing is more human than communicating, talking and telling stories to each other by way of discussion.

In discussion, people collaborate. They share different points of view. They advocate their positions. They occasionally argue. But an honest exchange of ideas ultimately leads people to new or different actions and opinions. Discussions are the most common means of persuasion.

Continue reading at AdAge.com