The thing about any advertising you undertake is that you are looking to get a reaction.
I read a really interesting analysis of the political consultant’s role in developing messaging for candidates…and I have to say I tend to agree that too much of what constitutes “advice” and “guidance” and “messaging” is just watered down, mindless filler.
But that isn’t the point.
The point is that when you are trying to advertising and illicit a response, is the message you are sending going to get the response that you want it to?
A simple test is that when you look at your advertising, is the call to action spelled out and clear?
Then, does the message you are giving help you advance to the point where that call to action will be taken?
If you aren’t clear about what you want done, don’t do it. If the message you are selling to get someone to take action isn’t clear and effective, rewrite it.
If you are in a market where you are starting from the point that this is radical…you may want to take a hard look at the working assumptions being made and find a way to disrupt. Because if a lot of people are asking “what are you telling me?” Then you know something is wrong.