The Human Relationship Factor in Advertising

When I say, The Human Relationship Factor in Advertising, you probably can apply this to nearly all of your marketing.  

Today however, we’ll just look at the paid advertising you are doing or considering.

No matter what the technology improvements and new platforms that are on the horizon, we are still human.  And that human factor is one of the most important aspects of what makes your advertising wildly successful, wildly unsuccessful, or somewhere in between.

While some of us think we are ruled by logic and facts, there is an emotional component that is always in place.

We want to feel good, avoid pain, feel smart, avoid embarrassment, feel respected, avoid … you get the picture.

We have different motivations.  But the basics are there in all of us. Two keywords I want you to remember are:

• Trust
• Value

We want to trust others to provide a certain value to our lives. This is what goes on in our hearts as we make spending decisions. Spending of our time or our money, it all comes down to those two items.

There are those who ignore the human relationship factor of trust and value in their advertising and they struggle more than they have to to achieve results that would be easier to attain if they would wise up.  Most are not aware of the struggle, they just spend more, read that waste more, because of going against the flow.

Consumers will buy stuff like food, clothing and other necessities of life.  Convincing them to buy from you is what the real challenge is.

I can buy toothpaste for $1.00 at a dollar store or $3.00 at the grocery store for the exact same tube. The reasons I may spend the extra $2.00 are multiple and have to do with the human factors that I’m speaking of.

Before I wrap this up today, I’ll give you a couple of real world examples from Fort Wayne.  There is a mattress store that does television ads that feature a screaming announcer talking real fast for about 10 seconds.  I will never buy from them simply because I hate their annoying ads.

On the opposite end of the spectrum are the live ads that I hear on WOWO radio (my station) that are done by our program hosts Charly Butcher, Pat Miller, Rick Wolf or our news crew. I have spent money with these advertising partners because the presentation of their ads followed human relationship principles and inspired trust and value.

Want to know more?  Let’s talk.