Published November 2005

Advertise ‘like a rhinoceros,’
not a politician

The purpose of advertising is to inform and persuade. The No. 1 reason advertising fails to deliver is that the content confuses (or doesn’t connect with) the consumer. What may seem obvious to a business owner (supply side) can be confusing or misunderstood by the consumer (demand side).

I find that most political advertising does more to confuse than clarify. The current battle being waged by those in support of and those opposed to Initiative 330, a medical malpractice initiative, is a good example. These two camps have done an outstanding job of confusing voters. My point isn’t about how to vote, but rather how to better communicate.

The first rule you learn in communications school is to never restate your competitor’s position — which is exactly what both of the I-330 combatants have done. The second rule you learn, conversely, is that the first rule doesn’t apply to political advertising.

That being said, let’s review the respective I-330 advertising campaigns as an illustration of what to avoid.

First, they have reduced their messages to a reactive “he said, she said” argument. This strategy only works if you can significantly outspend your competitor. A much better approach is to be proactive and clearly establish your selling proposition. Communicate the most important distinction to your audience.

Secondly, they have been changing copy before their message settles in. Both campaigns are so busy producing new responses to the other’s last bow shot that voters are forced to digest new information before the previous message was absorbed. Instead, you want to establish enough frequency of exposure to your message before changing copy. Ask your media rep for the “optimal frequency” for their medium.

Their third mistake (and most important) is that of overcommunicating. There are too many key messages in each ad. This is more of a problem with broadcast and outdoor media than it is with print. Even so, it’s difficult enough to get your audience to remember one thing — it’s nearly impossible for them to recall a list. Focus on the most important key message.

Roy H. Williams, author of “The Wizard of Ads,” says, “It is foolish to believe a single ad can ever tell the entire story. The most effective, persuasive and memorable ads are those most like a rhinoceros: They make a single point, powerfully.”

Personally, I don’t believe you need to tell your “entire” story. Although, properly sequencing your key messages through a campaign of commercials — each focusing on a single point — will enable you to communicate a more complex and compelling account.

We can complain until we’re blue in the face (or red, depending on which side of the aisle you’re on) about negative political advertising, and it won’t make any difference, because the fact is, it works.

But, if you’re not in politics, avoid confusing your market by:

1. Clarifying your selling proposition and proactively distinguishing your brand.
2. Building up enough frequency — so your message sticks — before changing copy.
3. Not cramming the entire story in one ad; get just one point across at a time.

Andrew Ballard, president of Marketing Solutions Inc. in Edmonds, develops brand leadership strategies for businesses and teaches strategic marketing through Edmonds Community College. He can be reached at 425-672-7218 or online at www.mktg-solutions.com.

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