Truth Detection

Marketing and advertising are all about winning in the court of public opinion and it’s a tough and skeptical jury you are facing. Many of us have been misled by sales pitches or outrageous advertising claims in the past. In short, they are justifiably skeptical of offers made via advertising today.

When preparing for trial, good attorneys are prepared. They have a plan of attack and will often present their case from different angles. Advertising, over the long haul, should be approached in much the same fashion.

There’s an old saying, “facts tell and stories sell”. This is true whether in the courtroom or in advertising.  Facts can and will validate your claims. However, it’s a good compelling story that makes it believable and memorable.

In the courtroom, lawyers will tell the same story from several different perspectives and angles. Advertising should use the same approach. Different stories told from different angles will have a different impact on different jurors/consumers.

In many famous court trials, the attorney that can tell the best story, using the cleverest lines, oftentimes win.  Remember the famous line, “If it doesn’t fit – you must acquit”. Many experts agree that this one line is what swayed the jury.

The smoking gun is an irrefutable piece of evidence that convinces the jury “beyond a reasonable doubt” that your case is sound. In advertising, there are several ways to convince the public that your business is the one they should choose!

For your advertising to be successful, you must, over time, convince the public that your business is a viable and reputable option.

Does your advertising win in the court of public opinion?