How not to talk like a clueless advertiser

What's wrong with advertising these days? Roy Williams has an idea, in his MondayMorningMemo, at The New Language of Effective Ads:

Although we're rarely drawn to people who begin all their sentences with "I," "Me," and "My," this first-person perspective remains central to mainstream advertising. And it's why most Americans detest mainstream advertising.

Sadly, a lot of fundraising shares this character flaw with advertising. The message is: Look at me! See how effective I am! Notice how long I've been at work! Me! I! My!

That's not how you motivate people to join you. As Williams says, you have to use the language of courtship to win donors. (And don't miss Williams' R-rated description of courtship marketing!)

(I have an additional theory for Why advertising is so bad.)

Technorati Tags: advertising, marketing

Comments

[Karen Zapp]

Jeff,

Your post reminded me of Google’s philosophy. One reason they have the lion’s share of the search market – and a reason I respect them – is because everything they do is aimed at giving the SEARCHER the best results. They’re searcher-focused with direct marketing strategies. Advertisers on Google – in contrast to Yahoo or MSN – have to adjust and find ways that work while satisfying Google’s philosophy.

What’s the connection to fundraising? Nonprofit organizations – in their ads, promotions, or any of their fundraising communications – can’t afford to parallel Madison Avenue advertising tactics; instead they’ll benefit from a rough parallel to a Google type philosophy. As you stated in your post, these advertisers are focused on themselves and winning awards. They are not focused on the prospect. Now I’m NOT saying nonprofits are focused on wining awards! Absolutely NOT what I’m saying. I am suggesting nonprofits that parallel Google’s philosophy will naturally put the donor or prospect first. The tone in their copy will be right for their audience. They’ll more easily give the donor the results or information they want so they give again to the nonprofit’s noble mission. They’ll draw donors in just as Google draws in searchers. That’s the rough parallel to Google and the contrast to Madison Avenue.

Karen Zapp, http://www.PKscribe.com
Fundraising Copywriter