…they are built by artists rather than marketers.
I get very frustrated watching TV and seeing the glossy, multimillion ads that you have a hard time remembering the company behind them. They are built by artists to pamper the egos of the company owners who like to believe that by entertaining the audience they will somehow sneak under the radar and make the sale.
The Energizer Bunny is a great illustration. In Europe, the pink bunny is used by Duracell in their ads. Still, we all know it as the Energizer bunny. So on TV appears a pink bunny talking about batteries: ‘oh it’s that Energizer bunny ad again’…
Of all the ads to run, why would you use a mascot that people associate with your competitor? It doesn’t matter who used it first, all that matters is the sale. As Dan Kennedy says: “they’ve now spent a billion dollars on those ads and got it down to 40% of people still associating it with the wrong battery. No way to sell”.
No way to sell indeed.
Which brings us on to websites. Flashy, glossy, smart looking websites with no call to action, buried contact info and so poorly optimised they’re essentially invisible. It doesn’t matter if it cost £300 or £10k if it’s not being found! I hate saying scrap it all and start again, but often it’s the most economical option.
Artists are fantastic and make the world a richer place, but have someone who understands how to sell build your advertising – and that includes your website.