Do you like being told what to do?

Or, why do marketers think shouting at people will convince them to buy product?

We know that when someone instructs us to do something we will do everything in our power not to do it. That instruction leads to resentment. That's why people hate so much of literature. Because it was forced upon them rather than discovered. It was an assignment long before it could become something they love.

Which makes me think about the way most ads talk to people. For some reason companies are convinced that the way to get customers is to instruct people into using their products. As though we've ever been able to successfully bully people into using product.

Telling someone to buy, buy, buy is as effective as telling a toddler not to play with his/her food except these toddlers have no relations to you. They probably don't even like you. Probably resent you. 

And barking in their face that they need to do something is so backward and misguided it hurts to think anyone could have ever thought it was a good idea. 

This method worked for the fascists and the nazis in the short run but that doesn't make it a good idea or an effective way to advertise to people. And unless some company is willing to rule by force then that's probably not an option.

So what we have left is charm and wit and intelligence and humanity. The same things that have worked for advertising in the past. And while those might run counter to how a company would like to talk about itself, it's what's necessary.

Just wish marketing departments would get that.

1 response
I like your point on "what we have left is charm and wit and intelligence and humanity." I think sometimes we forget we're talking to people. Any good conversation/introduction requires some finesse.