“Advertising was once a simple mass-market media buy; now it is a dialogue between a seller of soup, sneakers or cellphones and a particular media outlet’s narrow audience. That media outlet is just as likely to be a computer screen or a mobile device as a television set, media buyers say. As a result, advertisers are starting to treat TV more and more as just one conversation among many.”
—Brian Steinberg, Wall Street Journal
Like sales, advertising is a conversation between two people. Effective advertising doesn’t speak to anyone, it speaks to every ONE it reaches. When you stop advertising and start conversing about what matters to customers, you will have begun serving a tasty meal that sticks to consumers’ minds.
[Originally published 9 Nov 2005]