I've said it before, I'll say it again. Your average consumer isn't stupid.
Tired? Busy? Probably. Either that, or they're bored.
Same reason you tune out ads. Besides your own, of course.
Think about the last time you encountered a gabber. You checked out 10 minutes ago but he/she drags on... and on, showing no signs of retreat. Your eyes glaze over and you nod just to appear alert.
I have been in the business long enough (it’s been a very eye-opening few years, haha) to realize we do a lot of unnecessary talking in ads. Eventually, people start plugging their ears.
When we try too hard to sell, we do the exact opposite. What we are really saying is that we can’t come up with a creative way to communicate a message that gets our target excited about the brand. We’re also saying we think our target is incompetent of drawing conclusions from a simple, well-done ad and that we have to spell out the obvious to them.
Ad language shouldn’t sound like it’s coming straight from a marketing brief. There is a difference between showing and telling. Your best friend can tell you that despite the fact that you’re on a budget, you need to check out a new store full of expensive clothes. However, for most people, it will go in one ear and swiftly out the other. Instead, she could show up looking stunning for your girls night out. The twinge of jealousy you’ll feel when eager males shower her with attention will leave a lasting impression. You know where you’re headed the next time you need an outfit.
We respond to ads (and people, places and things) that move us.
To put it simply, we should be compelling, instead of selling.