stop the platitude!ADVERTISERS,

Every Covid-19 commercial does this! Drab music, decrip-tions of uncertain times, and promises to be “here for you”.

But is it helping brands get what they sorely need?

customers

The pandemic has been here for more than a year and these old platitudes are not helping brands win over consumers.

But what is wrong if we make ads that center around the theme of unity, healing, andgetting along?

There's nothing wrong with those sentiments, only that they don't fit into the role of marketing: which is to encourage people to buy or support something.

Hmm...

"So what should we do to

inspire purchases?"

What drives people's buying decision happens on a subconscious level (per HBS research). There's a network of memories and associations that dictate who we buy from and why.

INSPIRE PURCHASE BEHAVIOR THROUGH THE SUBCONSCIOUS!

If you focus too much on the negative aspects of life, your brand will end up getting associated with just that...

Negative stuff

The pandemic has fully awakened our survival instinct, yet we’re human beings — we have a desire to keep moving forward despite the obstacles.

We want to make progress, resume the activities we love, pursue our goals, and overcome crisis. We want to feel normal again.

Spending is a part of thatnormalcy and advertising that carries the right messages, metaphors, and imagery plays an important role in making this happen.

So do it right, help brands, and help economies recover.

Don't advertise to get attention. Advertise to inspire action and

get meaningful results.

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