People buy from people, not from institutions. Advertisers often forget this, and are more concerned about their perfect “image” than about relating to their audience as fellow human beings. It’s not a perfect world, and listeners recognize this, so a commercial that tries to portray the advertiser as perfect, doesn’t ring true. Let the audience in on your client’s little faults, the chinks in the armor. For example,
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People buy from people, not from institutions. Advertisers often forget this, and are more concerned about their perfect “image” than about relating to their audience as fellow human beings. It’s not a perfect world, and listeners recognize this, so a commercial that tries to portray the advertiser as perfect, doesn’t ring true. Let the audience in on your client’s little faults, the chinks in the armor. For example,
