The Christmas season is well underway and every merchant and retailer is gunning for your hard-earned money. I am all for that! However, what I am not all for is the commercials that just do not get it. That is OK, there will always be commercials that will either talk down to the consumer or provide so much noise that the true message will never be heard.
Case in point, TJ Maxx has a series of commercials running under the title of "The Gifter". The series focus on a woman who is considered The Gifter, the one individual that knows exactly what everyone wants and knows that the retailer is the only place to get those gifts. In one of the series of commercials, the background audio was so overpowering that properly understanding the voice-over (narrator) was next to impossible.
The music was just too loud that trying to listen to the message was quickly becoming very frustrating.
This got me thinking about what about everyone else that is trying to get their message out there. How are they going about it? Are they putting STYLE over Substance because people want the pretty girls and the loud music? Are they forgetting Substance because Style has to rule the day?
In most cases, the answer is YES and in most of those cases, that is the wrong answer.
It is the WRONG answer!
No matter what, no matter when, and most definitely no matter who, the content will always be King. While you can put loud, colorful clothes on the King and fire up a row of trumpeters but if people do not see the content for themselves, they will see a King that’s just a flash in the pan and that my friends is not a good thing. That’s not a good thing for your message no matter what it is.
So turn down the background noise and turn up the message!
Thank you,
David G. Guerra
P.S. I do invite you to join the conversation and tell me what you are thinking.
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