Back when I was first learning Google AdWords and search engine marketing, I took a Google-sponsored seminar about the topic. An SEM expert gave a keynote presentation to about 30 of us. One by one, he showed us a few full page ads and almost immediately removed them from the projector. He asked us what we noticed in the ad from the few seconds it was shown. Surprisingly, the students had an amazing ability to describe what they liked or disliked about it. He went on to explain that after a search on Google, the average visitor spends just 6 seconds evaluating whether or not a particular website will deliver what they are looking for. Just 6 seconds. That’s it. Isn’t that incredible? The idea that human beings make up their minds so quickly and so intuitively through first impressions has stuck with me ever since.
Great marketing is about emotion. It’s about making a connection. When people acquaint themselves with a company’s message through an ad, they quickly – almost immediately – know whether or not they want to buy. They may not know exactly why (this is an opportunity for the seller to articulate and support the rationale behind the purchase), but they instinctively sense whether or not the product is likely to be worthwhile.
Accepting this precept means understanding that consumer demand begins with a spark of interest the moment they experience a product – or the message behind it – for the first time. In just a few seconds, a very complex, and very right-brained phenomenon occurs. From the initial contact, this spark either ignites or subsides. If it ignites, it’s because a chord was struck – and that chord is always based on emotion. If it fades, the listener has lost interest, and either the product or the messaging needs rethinking.
After the initial reaction, secondary needs come into consciousness. This is where cost, convenience, discounts and competitor claims can come into play. But these things are left-brain concerns, and they happen to be so subordinate to the initial gut feeling that when a company chooses to sell on these terms with the customer, they are immediately on defense. They have to contend with budget-minded shoppers, cost-conscious hagglers and people that decide simply not to bother buying more stuff. We have all felt this way at one point or another. And when we feel this way, there isn’t anything a salesman can say or do that will sway us to hand over hard-earned cash. If you haven’t grabbed our attention within those 6 seconds, we’re walking away.
Some companies are adept at focusing their marketing muscle on this initial spark of enthusiasm. More should learn. So who’s got their advertising aligned this way? Off the top of my head I can think of at least three: Apple, Virgin and Google. Take, for example, the following three commercials. Watch each and notice how the first few seconds draw you to watch more. If you can, pay attention to the right-brain response. What do you feel? I love these ads because they hit on the three most important sentiments, respectively: fun, cool & cute.
Apple “The Funnest iPod Ever”:
Virgin: “Your Airline’s Either Got It or It Hasn’t”
Google: “Dear Sophie”
Amazingly simple messaging. No tech spec comparisons, no competitor trash talk – just perfect connection with the viewer. The simplicity is legendary. In the Apple ad, there’s no need for voiceover. Virgin isn’t talking about fares or plane schedules. Google isn’t comparing themselves to Bing or Facebook. They’re all just focused on the message of “Try our product. You’ll love it.”
If you want your message to be memorable, always play to the right side of the brain.