Tonight is the Super Bowl. Half of the talk will be about the game. Half of the talk will be about the advertising.
Everyone who spent the $4 million for a commercial to air tonight is hoping for one thing - Talk.
Good or bad.
Just talk about the ad. Please.
We will be talking about the best and the worst ads, which gets those companies what they really want - extra print and air time for their $4 million. Even the really bad ads, unless they are horribly offensive, will generate business for the companies who aired them, thanks to all the extra talk.
The worst thing any of the advertisers can do tonight is be boring, be plain, be somewhere in between the best and worst ads. $4 million and no talk. Sad.
The lesson here is simple. If you want people to talk about you, you cannot be boring, middle-of-the-road, play-it-safe. You have to get out there and do something that will get people to talk.
Watch the game (and ads) tonight. Watch the talk tomorrow. The ads most talked about will be the most emotional ones and the most surprising ones.
Can you be more emotional and more surprising in your business? It will get people talking.
PS The emotional ads that resonate with your Core Values always get the best response. Always.