Lemonade, Advertising and Bad Manners

Advertising has become like the ugly kid brother to marketing. You generally see advertising showing up and doing one of two things.

The first thing advertising does is like that obnoxious know-it-all kid. He's the one always saying, "HEY! Lookit me, look at what I can do! Watch me climb this tree, aren't I awesome?!"

No, you aren't. We call this kind of advertising "brand-building" or "brand awareness". What is it good for? Not much. It just lets you know that XYZ Company has truckloads of money and they'll spend it without discretion.

Cooool.

The other thing advertising does is much like the other kid running the lemonade stand. You know this kid. You may not be thirsty, the lemonade may taste like something the astronauts drank back in the 70's but you can guarantee you're not getting away without a cup of it. This is advertising whose sole intent is to sell you something. This describes most advertising.

But what about the third one?

"What third one?" you ask so intelligently... You ask because you don't see it very much. Kinda like you don't often see unicorns...

This type of advertising centers around communicating values. Beliefs. Reasons why.

Imagine seeing this:

Dear potential client,

We know this isn't slick, it isn't glossy and there are no talking animals to amuse you. We also realize that most of you will not appreciate this, understand this, or even read this - and that's okay. But there will be some of you that do. There will be some of you that resonate with what we're about to say and you'll actually do something. Not because we asked you to, not because you were induced by some shrieking pitchman, but because you believed what we said.

So here it goes. We care about you. So much so that we will tell if what you want to buy from us is right for you. And if it's not we'll kindly tell where you can find better value somewhere else. We plan on educating you and serving you prior to you buying anything from us because we believe in what we do and how we do it. We didn't get out of bed this morning to make money, we got out of bed thinking about you. We hope you're having a great day, by the way...

See the difference? Feel the difference?