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It’s Sunday afternoon and your water heater breaks. Fortunately, you’re home when it breaks and your water heater is in your (unfinished) garage, so flooding ain’t an issue. But still, you have no hot water and you need a replacement heater ASAP.

Question:

Do you care whether you get a “unique” plumber to fix this for you?

Or is any competent and available plumber just fine? If you chose the latter, recognize that neither “available” nor “competent” are unique qualities.[Note, it’s possible, of course, for weekend availability or same-day water heater replacement to be unique offerings of one plumbing brand in a small market. But they won’t stay unique for long. We’ll cover why in the next section]

“Unique” and Relevant Won’t Last

If your promised benefit is compelling enough to win you the sale, your competitors won’t let it be “unique” to you for long. When Dodge came out with the modern minivan in 1984, it was utterly unique to the market, offering compelling benefits not available from any other manufacturer. Compared to station wagons, minivans were new, “cool” (if you can believe it), roomier, etc. And only one brand had them. It’s why Dodge sold over a quarter of a million Caravans that year. Guess when the first competitor launched their minivan? GMC launched the Astro in 1985, and Ford’s Aerostar debuted in ’86. That’s how fast the market responds to a unique benefit that actually wins sales. Just like how, at one point, Alaska Airlines was the only airline offering air miles. If you’re lucky enough to have a unique differentiator to your brand, the best thing you can do is add distinctiveness and bonding to your marketing in order to cement your lead. Red Bull did this back when they were the only energy drink on the market, which is why they’re still the number one drink in the category.

“Unique” and Irrelevant Isn’t Worth Advertising

If your promised unique benefit ISN’T compelling to the audience, you risk advertising irrelevant bullshit. Think of Theodore Levitt’s famous aphorism: _“people don’t want to buy a quarter-inch drill; they want a quarter-inch hole.” By implication, the most emotionally compelling benefit of your product or service will never be unique.**All quarter-inch drills make quarter-inch holes!**Recall the previous scenario with your water heater. The most compelling benefit a plumber can offer you is the ability to swoop in and solve your plumbing emergency. Rather than being unique, that’s basically the core competency of any decent plumber. OK. So if “unique” isn’t a great brand attribute, then what is?

Focus on “Honest” over “Unique”

Ogilvy would call this the “Positively Good” approach to advertising. But Ogilvy didn’t invent this, he merely named it. Theodore MacManus was building brands based on this premise long before Ogilvy got into the advertising game. And I think this quote from McManus perfectly expresses this advertising strategy. “The real suggestion to convey is that the man manufacturing the product is an honest man, and that the product is an honest product, to be preferred above all others.” Honest. Not “unique.” Basically, this is an expression of Simon Sinek’s famous “Start With Why” principle, some 80+ years prior. Because while an honest man, looking to build an honest product, may take unique pains in its production to ensure quality, and may therefore end up with unique features and benefits, the focus belongs on the honesty. You start with the WHY — the honesty of the manufacturer — and you offer the HOW and the WHAT as manifestations and proof of the why. This way, after your customers have bonded with you over the WHY, they’ll stick with you even if the WHAT gets copied by others. Case in point, Volvo. And specifically this Volvo magazine ad from back in the day:

Volvo had built an enviable reputation for solid engineering and safety over the years. But they were smart: they didn’t focus on the features alone. They focused on the WHY behind the features — the values that drove the company. Other cars were flashier or sexier. But Volvo offered honest value and safety for your money. So even after many of their once-unique safety features ended up being mandated for all cars, people kept buying Volvos. Just as many customers continued to stick with iPhones long after other smartphones copied its best features.

Back to Our Plumbing Example

So you’re stuck with a broken water heater on a Saturday afternoon. If a plumbing company had advertised their honest desire to serve customers at their convenience, even on weekends, holidays, and after hours…And if it was an effective campaign…Then would you care whether that promised benefit was unique? Or would you call them first because they were the first company that came to mind that you KNEW would be open? And if you admired the owner’s dedication to service and craftsmanship, you’d likely call that plumber first even if you were aware of other plumbers who were open on weekends, etc. This is how honesty and bonding beats unique. Interested in a bonding campaign for your company? Got questions ? Let’s talk.

My youngest daughter was watching Jaws the other night when this “bonding” scene came on as I walked through the room:

This is the scene that immediately precedes Quint’s story about the U. S. S. Indianapolis. And I want you to note three things about it:

1. The characters bond by sharing stories
2. The stories are about battle scars, not successes or victories
3. The stories establish a commonality between Quint and Hooper

This leads to Quint sharing the “big story” — the one about the U. S. S. Indianapolis — centered around an emotional wound, rather than a physical scar. There’s a reason why that “big story” is one of the most referenced scenes in the film: not only is it riveting, but we learn quite a bit about what makes Quint “tick” from that story. This works in the movies because it’s true to real life. We bond with each other by sharing stories. Granted, we often do this while also sharing a meal or drinks, adding a sacramental element to the experience, but stories are what glue us together. A meal without stories is an awkward affair, rather than a bonding moment. And the stories that work best are stories about sacrifice or loss or painful discovery. Then there’s the real magic…The real magic is when people recognize themselves in your stories.

Their stories don’t have to be identical to yours, but they have to have common, relatable themes. People identify with Rocky, not because they too have boxed 15-Rounds with the Champ, but because they too have been counted out and had to battle through as “underdogs” trying to achieve self-respect. That’s because the best stories are shared stories. Stories that tap into archetypal themes, characters, and values. These are the stories that dreams are made of.

And once shared over mass media, those kinds of resonant stories become a communally “shared story” that permeates the culture.

This is how the characters and scenes in stories achieve a kind of fame that drives extraordinary advertising results.

Why Is This Power Technique So Rarely Used?

So why, then, do so few ads feature the business owner simply telling stories? And why do so few such stories end up being about vulnerability, setbacks, or scars? Because it takes an uncommon level of guts and skill. Oh, and also time.

• Guts on the part of the business owner who is called on to reveal vulnerabilities and life stories.
• Skill on the part of the copywriter who has to recognize a great story when he hears one, and is then capable of crafting it to bring out the archetypal themes.
• And time in the sense of investing in longer-form 60-second spots rather than 30s, but also in patiently waiting for results over time, rather than demanding a direct response.

Now, I’m not saying you can’t tell a compelling story in 30-seconds…I’m saying it’s twice as hard as doing it in 60-seconds, which is already a challenge to do well. Unfortunately, most advertisers balk at the extra expense and difficulty of buying 60s. And this is one reason most advertisers achieve middling results. But if you have the guts, you can get magical results by bonding with customers using a story-based campaign. And the best way to launch that campaign is by telling your origin story. So if you have the guts to tell your real story — the one that’s yours and yours alone —contact us, and we’ll create a campaign that dreams are made of.

It’s natural to want to prove to the audience that your company’s the best. Unfortunately, that inevitably leads to bragging, and**bragging** **ain’t the answer. If you’re cynical, you might say that flattery is the answer. And if you modify that to “honest flattery,”**I’d have to agree that that’s a workable approach. But even better than honest flattery is Bonding. Still… the desire to be seen as the best is both natural and actually true at its heart:**Your company will indeed grow faster if people see you as the best.**So how do you persuade people of that without bragging? Turns out, there’s a deceptively simple answer :Talk more.**New research shows that people view those who talk more as natural leaders.**And that’s irrespective of the quality. It’s not people who say the most compelling or intelligent things. It’s simply the people who talk the most. Intrigued? Keep reading…

Understanding the Research

Lead researcher,Neil G. MacLaren, set out to test the “Babble Hypothesis.”To do so, he evaluated groups of strangers formed into teams tasked with “winning” two different game simulators:

1. A military game simulation
2. A business game simulation

And as part of these games, every team had to pick a leader. The researchers recorded the team's interactions and evaluated the factors that predicted who was elected team leader. So what determined who got picked?Simply those who talked the most. It wasn’t who had the best ideas, nor who most effectively framed the discussions, or who came up with the winning strategy. It was simply who talked the most during team discussions.

Applying This to Your Advertising

First, this recent study correlates well with50+ years of advertising effectiveness research. Research that shows how_Share of Voice_predicts_Share of Market_with shocking accuracy. Even though I’d be the first to say thatShare of Mind is infinitely more important than Share of Voicethe facts still show that…Simply taking up more conversational space captures more of the market. Businesses that talk more are more likely to be seen as — and to become — leaders. That’s not speculative, that’s proven true in real world advertising. But let’s drill down on what it_really_ means to “talk”

Why Bonding Makes “Talking” More Effective

In order to be really perceived as talking_TO_the customer, you have to…Actually_talk to_the customer. Ads that take a “yell and sell” approach won’t cut it. Nor will ads that use announcer-driven ad-speak. You have to have the business owner or spokesperson talking to the customer, one-on-one fashion.[Of course, there’s alsothe art of making crowd psychology work for you at the same time]Andthe more the spokesperson shares of himself, the more the customer will feel as if he or she knows the owner. That way you’ll have the “talks more” effect working for you_AND_the “Six Degrees of Benjamin Franklin” effect working for you at the same time. So if you really want to be seen as the best — aka, the leader in your industry —**the answer is an effective bonding campaign powered by as much share of voice as you can afford.**And if you’re not yet running a branding campaign,hire yourself an ad team capable of providing you with one.

Fame? As in celebrities, Hollywood, and gossip magazines?

Yes. But for brands.

But isn’t that just “Brand Awareness”?

No. Think of Fame as top-of-mind-awareness plus buzz-worthiness plus high social status.

Again, you can think of brand fame very much as you would for a celebrity; the same factors that separate an A-lister from a C-lister separate true brand fame from brand awareness.

As Peter Field, the godfather of marketing accountability, has written:

“Fame is not simply about generating brand awareness (which turns out to have limited value for most established brands). It is about building word-of-mouth advocacy for the brand — getting it talked about, creating authority for the brand and the sense that it is making most of the running in the category.”

-Peter Field, Marketing in the Era of Accountability

OK, but why is fame important? Why should a B2B or Home Services Business care about fame?

Because the experts on marketing effectiveness (such as Peter Field) have determined that Fame is the most important element for producing extraordinary ROI from branding campaigns.

Alright, then. So how do I create fame for my brand?

You have to engage in a long-term branding campaign that achieves these five factors*:

1. Connection

Think of this as likability and bonding. Ads that create Fame will establish an emotional connection between the brand and the public.

2. Differentiation & Distinctiveness

Famous brands are unmistakably recognizable as themselves. Ads that create fame break through the background clutter and cause the brand to stand out.

And to the extent possible, these ads will also dramatize any substantive advantages (USPs) provided by the brand over competitors.

3. Buzz and Gossip Worthiness

Famous brands get talked about by the public, and copied, or at least responded to, by competitors. Ads that create fame inevitably employ the kind of schtick that gets tongues wagging — humor, catchphrases, brandable chunks, ear-wormy jingles, etc.

4. Familiarity

Ideally, you want your audience to not only feel like they know your brand, but to feel like they’ve known you for quite some time. Ads that create fame not only create a connection with the audience, they keep that connection alive over time to foster a sense of reassuring familiarity to the brand.

5. Universal Meaning

If a prospective customer mentions your brand, their friends ought to be able to say “Oh, the ____ guys.”

Or “Oh, the company with the ____ ads, right?”

That’s universal meaning. The brand isn’t just familiar to the prospect, but to the customer’s entire social circle as well. Everyone in the community knows the meaning behind the brand.

So which of those 5 elements are the most important?

The last element is the most important.

Universal meaning comes pretty close to encapsulating fame.

You can’t be famous to just one person, right?

You have to be famous within a community of people. The larger the community, the greater your fame.

The next-to-last element is the second-most important.

Familiarity represents a bonding connection maintained over time, even if it’s limited to a smaller audience and hasn’t yet become universal to the entire market.

In this sense, Distinctiveness, Differentiation, and Buzz could be seen as just tools for establishing and accelerating connection, familiarity and universal meaning.

So there you have it: The 5 Elements of Fame.

Treat ‘em like a checklist.

Is your branding campaign accomplishing these objectives for your brand?

Do your ads:

1. Foster connection?
2. Render your brand distinctive and differentiated from competitors?
3. Get people talking?
4. Foster a sense of familiarity with your prospects?
5. Create universal recognition and meaning among the public?

If the answer is yes, keep on trucking! You’ve got a bright future.

If the answer is no to one or more of these, it might be time to get yourself a new branding consultant.

*P. S. The listed Fame Factors are loosely based on ITV’s Values of Fame research and metrics

If you've been in business for a long time, you've probably heard, "word of mouth advertising." You may not know that by word of mouth, I mean one of the most powerful marketing techniques in your quiver. Think about it – what do you do when you are considering a major purchase? You likely talk to your friends and family about it. That's word-of-mouth advertising. And it's completely free. There are lots of ways to generate word-of-mouth advertising. The best way is to create a product or service that people love and give them a reason to talk about it. For example, you're an HVAC and Plumbing company. You could offer a free water heater drain and flush with every A/C tune-up. It would give your customers a reason to talk about how your company goes above and beyond. When you do something worth talking about, you generate word-of-mouth advertising. Here are some other ideas:

1. Sponsor a local little league team.
2. Give away symbols of your business like a flashlight or your stuffed mascot.
3. Provide lagniappe.
4. Give away a free system to a family in need.
5. Offer your Club Membership at 50% off for senior and soldiers.

These things will help you generate word-of-mouth advertising and get people talking about your company. So get out there and start spreading the word.

A Powerful Statement

"I'm not talking about making a grand and sweeping claim, such as, 'Lowest prices anywhere. We won't be undersold.' No one believes hype anymore. I'm talking about a statement that is bona fide, has no loopholes, and is easy to experience. And it only takes one such statement to put a business over the top. This is why you should designate a percentage of your ad budget to purchase word-of-mouth advertising."

— Roy H. Williams

Word-of-mouth advertising is the most potent form of advertising there is. Why? Because it's coming from a trusted source – someone your potential customer knows and trusts. There are a few ways to generate word-of-mouth advertising. The simplest way is to ask your current customers to tell their friends about you. That can be done through referral programs or simply by asking them to spread the word. Another way to enable word-of-mouth advertising is to create something so remarkable that people can't help but talk about it. That could be a product, a service, or even just an experience you provide for your customers. No matter how you do it, generating word-of-mouth advertising is essential for any business. Especially businesses in the HVAC industry. After all, what's the best way to sell an air conditioner? By having someone who's already happy with their purchase tell their friends about it! If you're unsure how to create word-of-mouth advertising for your business, get in touch with Wizard of Ads® today. We can help you create a strategy to get people talking about your business in no time. Book a call.

Word-of-Mouth Influences Today's Buyers

There are a few reasons why word-of-mouth influences today's buyers. First, we now have access to more information than ever before. With a few clicks, we can read reviews, compare products, and get recommendations from friends. Second, we're more skeptical of advertising claims than ever before. Marketing products and messages have bombarded us since birth, and we've learned to tune them out. Finally, we trust the opinions of people we know more than anything else. If our friends tell us that a product is excellent, we're much more likely to believe them than any ad campaign. Here are the statistics that show word-of-mouth advertising works:

• About 75 percent of consumers say word of mouth plays a crucial role in their purchasing decisions – from the American Marketing Association.
• Exactly 83 percent of Americans are more likely to purchase a product after a friend or family member recommends it – from the Chatter Matters Report, Convince&Convert.
• Personal recommendations influenced about two-thirds of audio and video streaming users and what they streamed – from Nielsen MediaTech Trender Report.

What Are You Doing to Trigger Word-of-Mouth?

Did you know there are several things you can do to trigger word of mouth?

1. Word-of-Mouth is Triggered When a Customer Experiences Something Beyond What was Expected: You have to do more than slightly exceed their expectations. Delight comes from surprise. Therefore, you should have a secret solution that is baked into your customer-forward solution to strategically deliver delight.
2. Don't Depend on Your Staff to Trigger Word-of-Mouth by Delivering "Exceptional Customer Service": Good service is a minimum standard. Although excellent service may generate a lot of good feedback and increase customer retention for the company, it is rarely the foundation for word-of-mouth marketing. It's terrible service we talk about, until we add exceptional service in strategically.
3. Physical and Nonverbal Statements Are the Most Dependable in Triggering Word-of-Mouth: These statements may be architectural, kinetic, or generous (more on this later), but they must go beyond the usual.
4. BUDGET to DELIVER the Experience That Will Trigger Word-of-Mouth: Your word-of-mouth budget may change over time. Therefore it's the cost linked to the number of customers you have. Other times, it will need a reasonable capital investment, so your advertising budget should accommodate this investment. The most serious hazard isn't that you'll overspend – instead, that you won't spend enough to generate positive word-of-mouth marketing.
5. Don't Promise It in Your Ads: It's easy to lean for the thing you're relying on to trigger word-of-mouth, but these promises will only crush your chances of the consumer becoming your ambassador. Why would a client repeat what you say in your advertisements? Don't take away the moment in the spotlight from your ambassador.

The Flour, Butter, and Sugar of Effective Word-of-Mouth

"Architectural, kinetic, generous: these are the flour, butter, and sugar of effective word-of-mouth. What can you make from these ingredients? Will you put their rich taste into the mouths of your potential word-of-mouth ambassadors? Or will you make ambiguous claims in your ads and hope that people are willing to believe them?"

— Roy H. Williams

Architectural

Architectural word-of-mouth might be product design, store design, or fantasy décor:

• The piano shop with a vast piano-like exterior and black and white keys, making the long awning over the lengthy front porch.
• Outside of the Mirage in Las Vegas is an erupting volcano.
• A glass-bottom floor lets customers see what's going on far beneath them.
• Do you recall when McDonald's first built playgrounds attached to all of its restaurants? For 20 years, it worked like magic.

Kinetic

Kinetic word-of-mouth entails something that moves, or at least appears to move:

• Animated GIFs.
• Video ads.
• Even some still people can make images appear as if they are in motion.

The old Transformers toys were an excellent example of this. The new ones are even better. Some web pages have moving elements that follow the mouse cursor around. It is the word performance by its very definition. It is:

• Fresh fish tossing from one employee-to-employee at Pike Place Market in Seattle.
• The magical, twirling knives of tableside chefs at a hibachi restaurant like Benihana.
• The interesting conversations you have with the person in the line next to you at Starbucks.

These are all examples of what I call "word-of-mouth on steroids." They're so stunning, captivating and memorable that people can't help but talk about them. What's more, these experiences are also highly shareable. In other words, they're the perfect fodder for social media. That's why savvy marketers are always looking for new ways to inject a little kinetic energy into their campaigns.

Generous

Generous word-of-mouth is the age of the customer, and businesses that recognize this and treat their customers well are the ones that will succeed. It's not enough to offer a great product or service anymore – you also have to be generous. But, to an extent. Find something that cost little, but holds a bunch of value, either symbolically or literally. Generosity breeds word-of-mouth. When you're generous with your customers, they feel appreciated and valued. They're more likely to talk about your business to their friends and family when they feel appreciated and valued. So how can you be generous with your customers? There are many ways, but one of the simplest is to give them something for free. Whether it's:

• Five Guys throwing in a scoop of fries into the bottom of every takeout bag.
• Being known as the restaurant allowing guests to select their favorite choice of dessert at NO CHARGE.
• The HVAC company that includes air filters at no charge with their tune-up.
• Giving away ice cream sandwiches with every appointment to symbolize your commitment to keeping them cool.

Word-of-mouth marketing can spread like wildfire. If you're known as the place that goes above and beyond for your customers, especially the loyal ones, you will build a tribe of raving fans. Speaking of generosity, book a FREE call with Master Strategist, Ryan Chute, from the Wizard of Ads® for the best marketing strategies for your residential home service business.

Businesses generally use two main types of models in their advertising: logic-driven ads and character-driven ads. Whichever style you choose to pursue will determine your end result. Do buyers want an infographic that breaks down and explains why they should buy your products or services? Or are you trying to inspire your target audience so that they identify with your advertisements and become invested in them? The type of ads you choose is anchored to your goals. However, what business owners don't realize is that not all ads are created equal. More often than not, character-driven ads outperform logic-driven ads by multiples. Here’s why: Characters we read in books or see in movies are magical. Despite being fictional, they make audiences feel a whole range of emotions and take them to a vividly fascinating world. We view fictional characters that are theatrical, conflicted, and exaggerated as living in a realm we like to be in. Audiences naturally seek the same experience in advertising, even if it’s only 60 seconds at a time. In this article, we'll dig deeper into both types of ads and why companies choose logic-driven ads over the other. Plus, we'll touch on examples of both advertising models in the residential home service industry.

What Do You Mean by Character-driven?

When we say character-driven or character-driven stories, we often refer to narratives that focus on character development. This is an important element in literary fiction. While the plot sets the mood, it is the fleshed-out characters that bear the weight of the story. Character-driven stories are heavy on emotions and insights that help audiences identify with the character. In advertising, ad campaigns go either character-driven or logic-driven. In a nutshell, ads that invest in characters appeal to customers' emotions while logic-based ads implore the intellect. Below we explain the difference between character and logic-driven ad campaigns.

Character-driven Ad Campaigns

A character-driven ad is one in which the focus is on the characters and their story. The brand or product being advertised takes a backseat to the narrative. In fact, you may not even see the product until the end of the ad. With a character-driven ad, you want viewers to empathize with the character. You want them to feel what the character is feeling. You want the story to be relatable so that viewers can see themselves in the character's shoes. For example, imagine a commercial for a roofing contractor. In a character-driven ad, the focus may be framed from the angle of the homeowner and their story. We would see and feel how the character struggles with an aging roof. Audiences would experience the protagonist's anxiety as they watch the rain pour, knowing their roof could give at any moment. Then, we would see the character's transformation when the roofing contractor or "wise old man" comes to help them overcome their foe.

Logic-driven Ad Campaigns

Logic-driven ad campaigns, on the other hand, are more geared toward appealing to a customer's intellect (left brain). Most of the time, the focus is heavily on the features and benefits of the product or service. Facts and figures are front-and-center, while stories and emotions that appeal to the underlying felt needs are left out. Going back to the roofing contractor example. A logic-driven ad might display all the different types of roofs that the company offers. They'd double down on the benefits of each one, such as cost-efficiency or durability against extreme weather conditions. In some cases, they might even show before-and-after photos of houses that they've worked on. It’s no secret that character-focused ads are more emotionally moving and persuasive. However, character-driven and logic-driven ads both have their strengths that work best on specific types of audiences with distinct temperaments. It's important that businesses learn how to use both to their advantage. Looking for an advertising expert to craft your character-driven ads? Ryan Chute from Wizard of Ads® is the Master Strategist you need. Book a call.

Why Do Character-driven Ad Campaigns Outperform Logic-driven Ones?

Let's get one thing clear: Logic-driven ads are not ineffective, in any sense. There are advantages to using these types of advertisements, for example, when you’re dealing with Transactional Shoppers. Transactional shoppers will try to rationalize every buying decision they make, especially with residential home service businesses. Why? Because most of what the home services industry sells are externally motivated grudge purchases. In other words, people don't want to buy your products and services but they have to. With that in mind, the goal of your advertisements to externally triggered grudge purchases is feel right. Most of the time these are their underlying felt needs toward money, energy, and time. This means that once your manage to soothe their pain points and caress their pleasure points, you book the appointment. There's just one thing we’re overlooking, however. People make all decisions, including buying decisions, from the part of the brain with no faculty for words or logic. Underneath the guise of a logical and transactional customer is a truly, perpetually emotional buyer. Therefore, a business only needs to pull the right emotional strings to complete the sale. This is where character-driven ads shine through. In a world where people are constantly bombarded with marketing messages, character-driven ads are a fresh angle. They stand out because they elicit emotions and, more importantly, bond with your audience. Character-driven ads build relationships not only between the company and the audience but also between the audience and the characters. Now then, think of it this way. When the customer bonds, laughs, smiles, and cries with your advertising, they now seemingly have a friend in your industry. Why would they call anyone else? In other words, you now become the frontrunner in your prospect’s mind.

Building Bridge to Millenials

The best part about character-driven ad campaigns is that they’re not necessarily targeted at a specific demographic. Their sense of appeal traverses across generations.

“So if you need to build a bridge to Millennials, put your hammer in the hand of a colorful, memorable, entertaining character.” — Roy H. Williams

Allow me to illustrate. Do you know Bond? James Bond? The classy, suave, invincible, always has a witty retort, and of course, cool under pressure, British character. Take that character, sand off the British, and you’re left with Dos Equis’ The Most Interesting Man in the World. The 9-year reign of this fictional character is the reason why Dos Equis drove sales up 34.8%. After 9 years, the Most Interesting Man in the World has finally ascended into the pantheon of advertising icons. Although retired from Dos Equis, Jonathan Goldsmith retained the acclaimed title that all beer drinkers came to know and love. Want another example? Well, who could ever miss out on Mr. Jenkins and Bobby? If you don’t know them, here’s a brief background. Mr. Jenkins is like a wise and caring Andy Griffith, while Bobby reminds us of the adorable idiot-savant, Forrest Gump. The iconic duo was the face of Morris-Jenkins for 5 years. Through the years people have grown to love and appreciate their banters and helpful home service advice during their advertisements. It was heartbreaking when Bobby announced his departure during their final commercial together, but nobody expected social media to explode. The characters they’ve built for years not only established their business’s reputation but also developed a relationship with their audiences. That’s the wonder of character-driven advertising. You create personas that people can relate to, virtual friends that keep your business in your prospect’s minds, 24/7. With the right characters, you can build bridges and emotionally connect with Millennials and any other generations. This is where logic-driven ads fall short.

16,600 Google Reviews and 4.9-Star Average

Morris-Jenkins is only a local service company from Charlotte, North Carolina. Yet, no one thought they’d boom into one of the most popular and highly-rated service companies in the U. S. Way back in 2017, they only had 1,000 Google Reviews with a 4.7-star average. Now, they’re enjoying a colossal 16,600 Google Reviews and 4.9-Star Average in 2022. Of course, it goes without saying that good marketing and local SEO played a part in their success. However, it’s the fictional characters Mr. Jenkins and Bobby that etched their service brand in history books. Character-driven ads can be the clincher that keeps your business from being the best it could be. Although here’s an interesting thought, if character-driven ads are so good, then:

Why Don't Companies Create Colorful and Engaging Characters to Capture Audience’s Attention and Win Their Affection?

That’s just the thing, isn’t it? Businesses have always been trying to come up with new ways to capture people's attention. It’s also true that some companies have found great success in using logic-driven advertising, like that Flex Tape commercial. However, if you’re selling externally triggered, grudge purchases, characters can add an element of fun and excitement to an otherwise boring message. Now then, why aren’t companies creating engaging characters to win their audiences? Here are 3 reasons:

1. Most advertisers are short-sighted

This advertising myopia keeps businesses unwilling to spend precious air time on developing relationships with customers. When advertisers want money, they want it quickly. They basically cut all relational sense in ads and then focus on transacting.

Putting out character-driven ads means you’re in it for the long haul, character build-up are setups for tomorrow’s sales.

2. Lack of technical expertise

If you think about it, character-driven ads are a form of fiction. However, not a single college or university in the U. S. requires Advertising and Marketing majors to study fiction writing. A good background in fiction writing and comedy would be a powerful weapon for advertising.

3. Most “professional” advertisers are inexperienced

The standard of how good an advertiser is should be the depth of their skills and expertise. A track record is one thing, but a record of mediocre results is nothing to be proud of. Only a few advertising professionals are truly adept in writing banter and repartee. This is one reason why there are few character-driven ads out there.

Advertisements shouldn’t be chockablock full of Ad speak or industry-specific jargon that numbs your prospects into a coma. Ads should be about building a long-term relationship with customers **because it’s easier to sell to people who trust you.**Character-driven ads do just that and more. If you're looking for a way to make your ads more memorable, engaging, and successful, consider using characters! Ryan Chute from Wizard of Ads® is the Master Strategist you need to craft ads that blows your audience away. Book a call.