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TELL ME QUICK AND TELL ME TRUE (OR ELSE MY LOVE, TO HELL WITH YOU!)

Viva,

Nota: Este vai ser um post longo, mas vale a pena ler tudo...


Tenho visto tantos maus "anúncios" nos últimos dias ( o tipo de anúncio que diz " somos os lideres ... estamos desde o "tempo da outra senhora"... temos a melhor qualidade ... etc. etc., isto é, os anúncios que não passaram pelo departamento "So WHAT?") que decidi colocar aqui algo que encontram no livro "How to Write a Good Advertisement" de Victor Schwab:


TELL ME QUICK AND TELL ME TRUE (OR ELSE MY LOVE, TO HELL WITH YOU!)

I see that you`ve spent quite a big wad of dough
To tell me things you think I should know.
How your plant is so big, so fine and so strong;
And your founder had whiskers so handsomely long.

So he started the business is old `92!
How tremendously interesting that is -- to YOU.
He built up the thing with the blood of his life?
(I`ll run home like mad, tell that to my wife!)

Your machinery`s modern and of so complete;
You "rep" is so flawless; your workers so neat.
Your motto is "Quality"-- capital "Q" --“
No wonder I`m tired of "YOUR" and "YOU"!

So tell me quick and tell me true
(Or else, my love, to hell with YOU!)
LESS - "how this product came to be";
MORE - what the damn thing does for me!

Will it save me money or time or work;
Or hike up my pay with a welcome jerk?
What drudgery, worry, or loss will it cut?
Can it yank me out of a personal rut?

Perhaps it can make my appearance so swell
That my telephone calls will wear out the bell;
And thus it might win me a lit of fine friends --“
(And one never knows where such a thing ends!)

I wonder how much it could do for my health?
Could it show me a way to acquire some wealth?
Better things for myself, for the kids and the wife,
Or how to quit work somewhat early in life?

So tell me quick and tell me true
(Or else, my love, to hell with YOU!)
LESS - "how this product came to be";
MORE - what the damn thing does for me!

Anonymous, 1942


COMO É QUE CHEGAMOS A ESTE TIPO DE ANÚNCIOS?

Isto é, o tipo de anúncios que frequentemente vemos na televisão, e que são "copiados" para outros meios, pois existe a ideia (completamente errada ) que o modelo dos anúncios televisivos é um modelo a seguir!

Para explicar "como chegamos a este tipo de anúncios", vou deixar aqui uma breve história dos anúncios.




BREVE HISTÓRIA DOS ANÚNCIOS

- FINAIS 1800 A 1950

Desde o fim de 1800 até 1950, a função dos anúncios era a de serem "um exercito de vendedores" e para tal a apresentação tinha de ser "perfeita"

- Os títulos dos anúncios identicavam problemas dos consumidores- O copy do anúncio educava e apresentava um caso

- As ofertas permitiam que os consumidores comprassem o produto/serviço, sem ter que arriscar muito ( muitas vezes, era oferecido um relatório, de modo a que o consumidor pudesse tomar a decisão final, apenas após estar na posse de todos os dados )



- BRAND BUILDERS

A partir de 1948, surgem os anúncios televisivos ( e a era dos "BRAND BUILDERS" )

- Os anúncios tiveram de passar de 1 a 2 minutos para 30 segundos

- Os preços dos anúncios subiram dramaticamente, fazendo com que apenas as grandes empresas pudessem anunciar

- A maneira mais "económica" de anunciar nesse meio passam a ser os SLOGANS

- A Criatividade e Repetição passam a ser o standard dos anúncios

Na prática, a televisão criou os "ANÚNCIOS INSTITUCIONAIS".



- ANÚNCIOS INSTITUCIONAIS

Que na prática é: " Aqui está a nossa melhor tentativa de sermos criativos, gastando o máximo de dinheiro de podemos, para criarmos anúncios que não produzem resultados"

Para terem uma ideia dos budgets em 2002 ( fonte Advertising Age) foram:
GM - $3.6 billion
Proctor/Gamble $2.7 billion
Disney - $1.8 billion
Sears - $1.6 billion
McDonald’s - $1.3billion
Pepsi - $1.1 billion




QUAL É O PROBLEMA ACTUALMENTE?

O problema é que estamos em crise, e os anunciantes não podem mais gastar imenso dinheiro em anúncios que não funcionam http://bemequer-malmequer.blogspot.com/2008/12/le-roi-est-mort-vive-le-roi.html ( A Funny Thing Happened When I Cut My Ad Spend – Nothing Posted by Peter Daboll in Advertising Age -http://adage.com/digitalnext/article?article_id=132943 )
e além disso hoje em dia o consumidor tem o poder ( devido aos avanços tecnológicos ) e está cada vez mais bem informado e por conseguinte mais céptico.




QUAL É A SOLUÇÃO?
A solução passa por adoptar a seguinte "fórmula":
1 - INTERROMPER : Para chamar a atenção os anúncios terão de identificar e "atingir" os consumidores nos seus "hot buttons", isto é as suas preocupações, as suas dúvidas, os seus problemas, os seus sonhos, etc. etc.
2 - CATIVAR e EDUCAR: Deixar a promessa que o produto/serviço do anúncio vai facilitar e resolver os tais "hot buttons" dos consumidores.
3 - OFERTA : fazer uma oferta de modo a que o consumidor possa dar o próximo passo no processo de compra, dar a possibilidade de o consumidor poder ter nas suas mãos, o máximo de informação de modo a que sintam que tem o controlo da decisão de compra ( que pode passar por oferecer um relatório, pedir para visitar um website, uma amostra gratuita, um desconto, etc. etc. etc. ) e de preferência com uma garantia muito forte.





COMO POSSO FAZER ISSO TUDO EM 30 SEGUNDOS?


Aqui está um exemplo:








CONCLUSÃO: TODOS OS ANÚNCIOS DEVEM PASSAR O TESTE DA "FUNÇÃO MÍNIMA DO MARKETING"

A função mínima do Marketing é:

1. Captar a atenção do público.

2. Facilitar a obtenção de informação e da tomada de decisão do potencial cliente.

3. Baixar o risco na tomada de decisão do potencial cliente, isto é, fazer com que ele dê o próximo passo.



Maria Spínola
Facilitadora de Vendas (B2B TIC)
(+351) 91 293 05 19
http://www.mariaspinola.com

Artigo originalmente publicado em http://crescimentoempresas.blogspot.com/2009/03/tell-me-quick-and-tell-me-true-or-else.html

P.S. Por favor, peçam a quem sabe escrever e fazer "anúncios" para os fazer, senão apenas estão a "queimar" as empresas.

“To be effective, you’ve got to make the product interesting, not just make the ad different.”- Rosser Reeves - Advertising Pioneer

Read the original blog entry...

More Stories By Maria Spínola

Maria Spínola is a Researcher, White Paper Author and Copywriter, and Cloud Computing Evangelist and Advisor with more than 15 years experience in enterprise information technologies.

She holds a Software Engineering degree and a "Marketing and Innovation in Retail and Distribution" pos-graduation.

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