Advertising sucks, so does the "not advertising".
then what is the right approach. How do we know it. looks like, keep finding the right approach is the only approach. and here we have a one, ie tested and tried..but confuses all kinds of marketer. And it is to sincerely advertising without really really advertising. This is when one can give up on idea that "my product is the best ever". Because that is really not true...even if it is a fact. All facts are fiction in the face of new facts. The fact is to admit that it is a made up one. No! Yes it is!
"My product is the best product" tells more about what you want...than what consumer will get. It is a subjective conflict..it's like consumer selling to producer. that's just can't be real. How can a man starving for few days offers you a food, it creates a conflict in our fundamental nature if that happens. So it's not about how good your product is....it is how worst their problem is...ge…
The reason why most advertising campaign fail is, due to the lack of data from the market. Marketer and advertiser often seek a ways to promote their product flashing features of the product and don't want to know any information from customer. And most actual information in the market that matters are problems faced by customers. Any complain about product or services we are getting is from the real customer but the complain may not be real. They just want it to be addressed properly or in other word it must be justified or validated in very interesting and creative way. And most of the time it might not be the solid or hard solution, it could simply be just a communication that makes sense to them.
Communication is understanding. Communication actually solves everything. Ultimately its people communicating people. Product simply is a means and medium with static feature and functions. It is because of the clean communication, product feels like something to us.