Should advertising “close the gap” or should we let people draw their own conclusions?
May 12, 2014
Read this piece by Bob Hoffman, former Chairman/CEO of namesake advertising agency, Hoffman Lewis and host of the popular trade blog, The Ad Contrarian. In the story, Bob laments how advertisers insist all their communications “close the gap” between them and the consumer. He writes: “We are always trying to force-feed a conclusion on consumers, when having the consumer draw her own conclusion would be a lot more effective.”
I could not agree more with Bob’s observation and lamentation. He is not just more or less correct. He is profoundly on the money. With few exceptions, the typical client has little or no patience for marketing communications that let a consumer draw his or her own conclusions. The typical left-brain MBA will not accept the notion, quoting Bob again, “that if a person is left to fill in the final gap, there will be a much greater chance that something will be learned rather than just heard.”
Even in the digital/social age, where we have supposedly learned that it’s all about the conversation, most marketers default to didactic messaging like mice to cheese. It’s almost like they can’t help it. As human beings they must know attraction works better than promotion. But the left-brain is just too powerful. Tell them it’s faster or cheaper, it says. Give them feeds. Give them speeds. Always be closing!
No category is exempt, including the most modern businesses on earth. In many respects, B2B technology clients are even more culpable than classic advertisers. After all, this is where the suspect term “demand generation” comes from. From generating leads to downloading white papers, no group of advertisers has plumbed the marketing funnel like our friends in technology. They have proof that it works. If you serve enough ads to exactly the right people you will get click through.
But what they do not know is how lucrative an intuitive argument might be. Alas, the fear that people won’t pay attention is a crippling one. The voice of fear goes something like this: “People don’t know who we are or what we do. They don’t have time to learn. They only want solutions.” Or: “We don’t have the time or budget to tell a story. People need to get the message in three seconds or less.” Time and money. Always that. Yet, in a very real way they are also saying people hate ads so let’s just hook who we can and go home.
The great irony is these are the same folks who admire Apple’s ingenious campaigns and refer to them constantly. I can’t tell you how many first meetings I’ve been in where we’ve all marveled at this work together… then several weeks later we’re putting a CTA in a postage stamp sized banner. Like that’s going to make a difference.
We’re are not selling tacos to stoners. Technology companies are about important, innovative and complicated things. The people that buy these things are (presumably) some of the smartest people on earth. They think differently. Should not marketing to them be equally compelling?
This is not a tirade about clients who don’t get it. When it comes to maintaining the status quo we are all complicit. Yes, we show big ideas. Often we even sell them. Then the fear creeps in. From them, it starts as a comment. “We love the idea but the message needs to be clearer.” Grows into a concern. An issue. Soon apathy for the idea blooms like algae.
Desperately, we tweak the work. Then we make changes. Death by a thousand cuts. Or, exasperated, we finally give up and look for a new idea that closes the gap: an equation with a lower common denominator. Creative algebra for the demand generation.
As an epilogue the agency and client agree that the big idea will come later. Next time. After we get our footing. Make our nut. Relationships are tricky and precious and as everyone in Adland knows without them there can be no next time.