Good golly Miss Molly most TV ads suck.
I mean, they’re just awful.
I’ve probably lost many an IQ point just by watching them (even with the sound off!)
But, you know what?
There’s ONE commercial campaign that’s a persuasion masterpiece. A commercial so powerful, it’s beefed up sales in ways its competitors can probably only dream about, while making people tingle with excitement whenever it airs.
What commercial do I babbleth about?
The Dos Equis beer commercials.
Oh yeah, baby!
In fact, last year while overall imported beer sales were down 4%… Dos Equis sales were UP 22% (with sales tripling in Canada, even though it’s more expensive there).
How do they do it?
What’s their “secret”?
They give you an adventure.
In other words… these commercials don’t mess around showing wannabe alpha males hitting on hot babes in a bar or whatever. Instead, they feature a man who is, well… interesting (“the MOST interesting man in the world…”)
Women love him, and men want to BE him.
Frankly, he’s so cool, he’s the life of parties he doesn’t even attend. Has awkward moments just to know what it feels like. And when aliens abducted him, they asked him to probe them…
Anyway, the ads are brilliant.
And, much of it’s because of this “adventure factor.”
They give you a dose of excitement.
And they let you live vicariously through someone cool (unfortunately for the Dos Equis dude, he’s SO cool, he has to live vicariously through himself…)
The result?
People BUY the product.
And not necessarily because it tastes good… but because they hope the Dos Equi man’s awesomeness will rub off on them.
Anyway, something to think about.
A little adventure goes a long way in advertising.
Stay thirsty, my friend.
Ben Settle
P.S. One of the best places to give people an exciting adventure in your ads is in your bullets. Many a big ticket item has been sold on the strength of just ONE bullet buried on page 7 of a long copy ad.
And you know what?
The next issue of The Crypto Marketing Newsletter is ALL about how to write bullets that can close the deal like this.
You can still subscribe before it goes to print over at:
