There’s an interesting article on Brand Republic’s web site which takes up the notion that I’ve been kicking around for a while that the way in which people read advertisements has changed dramatically recently. As such we need to change the way we write ads, if we want to keep up our response rates.
In the article they quote Marco Bertini, professor of marketing at London Business School, as saying ‘Consumers are getting more creative in finding value-for-money solutions to problems and are looking at alternative categories.’

They also quote Chris Sanderson, director of strategy and insight at trend analysts The Future Laboratory, describes the current economy as being in a state of ‘cataclysmic change,’ adding ‘Once we are through this recession, things will never go back to how they were,’ warns Sanderson.

They also quote Malcolm McDonald, emeritus professor of marketing at Cranfield University School of Management, saying that ‘The best companies are focusing on core markets and doing genuine 80/20 segmentation, not just slashing and burning. They are spending less, but more effectively, and will get a higher share and stronger brand.’

All this is interesting, but none of it goes into the issue of exactly how the language of advertising has changed in these changed times, and that’s a shame, because to me that is the key issue. The old notion of shouting 70% OFF!!! just doesn’t work in this climate. Instead people who buy, whether it is as consumers or within their employment expect to have discussions and debate with those who wish to sell to them. They want to be treated as adults not as little children who will be impressed by the word NEW!!!!!!!!

They do not, and will not, do as they are told. And why should they? Doing as they are told resulted in the biggest economic collapse since the 1920s, so they have learned the lesson. The man or woman buying for his company has more sense than the average financial adviser.

This is why it is vital to write advertisement in a new way – a way that treats the reader as a sensible person with whom one can have a decent discussion. Anything less results in the direct mail and email dropping straight into the bin.

This article first appeared on Creative Direct. If you would like to receive one or two emails from this news service each week, free of charge, just send an email to CreativeDirect-subscribe@yahoogroups.com and then reply to the return email. You can leave at any time by just sending a second email

Source of quote article:

http://www.brandrepublic.com/BrandRepublicNews/News/901388/Marketers-react-era-austerity-takes-hold/?DCMP=EMC-DailyNewsBulletin