Ruck and I have been watching the AMC television series Mad Men over the last several weeks. For those of you that have never seen it – the plot is centered around the advertising industry in the 1960’s. Quickly it’s becoming one of my favorite shows to watch because of the similarities with the online advertising industry. While I understand it’s just a television show the other day there was a memorable quote in season one that I’ve pondered over the last several days:
Don Draper: Advertising is based on one thing: happiness. And do you know what happiness is? Happiness is the smell of a new car. It’s freedom from fear. It’s a billboard on the side of a road that screams with reassurance that whatever you’re doing is OK. You are OK.
Effective advertising is when you make someone happy.
Read that quote one more time and think about before going any further, “advertising is based on one thing: happiness.” In all honesty this is true. We want to be that model on the billboard; dressed in the best clothes and the perfect body. We want that sparkling new lake house that is being advertised as for sell on the way home from work. People want what they don’t have (or think they have). By nature thinking of the things we don’t have can be entertaining (ie: imaging how cool we’d look driving that sparkling new Mercedes Benz).
Another good example is infomercials. Right now if you’re in a room full of more than yourself ask if they’ve ever watched an infomercial on television. Chances are they’re going to start talking some “wild” pitchman or their favorite “Billy Mays” quote. Why do they know this? Because at one point they were up late at night (maybe after a couple of drinks) wanting to be entertained. They weren’t sitting there wondering how they would steam clean their house without chemicals. Much less why they needed a blanket they could wear to a football game. A “pitchman” or entertaining program grabbed their attention and they began watching.
Now let’s tie this into Internet marketing. Over the last several years what advertisements did you run or see running? I don’t know about you but I’ve seen a lot about health, wealth, and relationships. People want to look their very best so they’re constantly buying into the next big “diet fad” or chemical that promises to make them look “thinner” (commonly referred to as ‘healthier’). People want to make more money than they have. Admit it – at least once in your life you’ve imagined what life would be like with more money. Maybe no boss, alarm clock, or set routine. Obviously we all need our “partner.” Regardless of your age or gender at one time or another you’ve had or wanted a relationship with someone else.
These are all things that make people happy. Regardless what niche, product, or demographic you’re marketing too, you need to make sure the user is happy. Make sure your landing page is easy to use with clear instructions on how to generate that lead or make the sell. Entertain people – make them want to share with their friends. If someone clicks your ad from Facebook, you entertain them and they enjoy it, your conversions will explode once they start updating their Facebook status with your product name.
Never assume a visitor knows what to do. Guide them; make it entertaining and fun.