Gratuitous sorcery and incantations from actual Wizards.

Why do advertisers use vivid imagery and sensory vocabulary in their ads? Simple. Because businesses want to associate their products with positive emotions and experiences in the consumer's mind. As a result, whenever customers come across those products in real life, they will recall the feelings behind those ads. This process is called classical conditioning. Classical conditioning is a form of learning introduced by Ivan Pavlov in his famous psychological experiment. In Pavlov's dog experiment, he trained dogs to express a conditioned response using a conditioned stimulus. In the same manner, your goal in your advertising is to get people craving, longing and itching for your solutions. That’s possible when you drizzle a dose of classical conditioning in your advertising. There's just one problem: it takes more than flowery words and cognitively stimulating imagery to get there. Here, we'll discover how you could integrate classical conditioning in your ads to make your market respond in your favor. Keep reading.

Pavlov’s Dog and the Birth of Classical Conditioning

Pavlov's dog experiment ultimately paved the way for understanding how canine learning works. While your target market is not dogs, classical conditioning is applicable and relevant to humans. Specifically, classical conditioning is a powerful agent in the world of advertising. Before connecting the dots between classical conditioning and advertising, let's first learn about Pavlov's dog. Ivan Pavlov, a Russian Psychologist and behavioral scientist, had the inkling that salivating is natural among dogs. It is not a learned behavior but an unconditioned response to an unconditioned stimulus — food. When dogs see food, they naturally salivate in anticipation of eating. However, before going over the experiment, he realized something else. The salivation process occurs not when the food is available but even before the food’s in sight. Dogs begin to salivate as soon as they hear the footsteps of the assistant that serves the food. This incident triggered Pavlov's interest in neutral stimuli. For some reason, Pavlov was interested in eliciting a response among dogs using a conditioned stimulus. That means getting the dogs to subconsciously react (salivate) to an action that is not associated with food.

As a result, he conducted an experiment where he played with a metronome before giving the dogs their food. Over time, the clicking sounds of the metronome caused salivation even in the absence of food. In other words, Pavlov's dog theory figured out how to induce a conditioned response to a conditioned stimulus. This type of learned behavior is called classical conditioning. Now, how does this relate to advertising?In business and advertising, entrepreneurs want to elicit a conditioned response from their market. To some, that response might induce a strong brand awareness.

On the other hand, other visionaries want to get the target audience to buy their products. Use classical conditioning techniques to control how customers react to your products and services. In advertising, your advertisement is the conditioned stimulus, while how your customers feel is the conditioned response. The goal is to emotionally connect with your customers through the ads for customers to respond desirably. You leverage the value of your solutions when you associate them with pleasurable experiences and desirable qualities in your advertising. In other words, speak to the dog in the language of the dog — that's how classical conditioning works in advertisements. More importantly, that is how you get customers to drool over your products and services. Here's the rub: we can do that for you. At Wizard of Ads®, we always make sure to infuse the Pavlovian theory into the advertising strategies of our clients. Classical conditioning is a powerful weapon when harnessed correctly, and we like your business to wield it victoriously. Book a call with Ryan Chute of Wizard of Ads® today, and we'll arm your business with the Excalibur of classical conditioning.

Classical Conditioning Daily

Marketing and advertising are not the only aspects where classical conditioning is relevant. Classical conditioning is actually more common than we can ever imagine. In fact, most people are not aware, but classical conditioning is pulling the strings behind their lives. Creepy, isn't it? Do not worry. While the dog bell experiment may be relevant to people, classical conditioning is not a negative principle. Below, we'll look at the most common classical conditioning examples that people experience daily:

Hotdog stand

Have you ever walked by a hotdog stand and suddenly felt hungry, even though you weren't feeling it before? Eventually, it became your daily habit to walk by the stand and grab yourself a hotdog. This is classical conditioning at work. As the hotdogs’ smell wafts through the air, your brain associates it with the positive experience of eating delicious food. The unconditioned stimulus is smelling the scent and seeing the sizzle of the hotdog, while the unconditioned response is hunger. Sooner or later, just the smell or sight of cooking hotdog alone triggers your cravings and makes you feel hungry.

PTSD trigger

While classical conditioning can be associated with everyday responses, a negative stimulus can also trigger this behavioral learning. One example is the development of PTSD or post-traumatic stress disorder. In the face of a traumatic event, the unconditioned response may be an adrenaline rush to panic and go hysterical. This is a common problem among vets who have experienced the horrors of war. Worse, it may lead to flashbacks, nightmares, and anxiety. As a result, conditioned stimuli like fireworks or loud banging noises may trigger PTSD symptoms and intense feelings of fear. This is the foundation behind fear-based marketing. Companies exploit classical conditioning by adding negative stimuli alongside their products. This includes showing gruesome images, negative imagery, or fear-inducing words. Consumers associate this inherent fear with the product and feel a sense of urgency to buy it to escape harm.

Toy advertisement/Window display

Another example of classical conditioning in advertising can be seen in toy advertisements or window displays. Think about a toy store with a display featuring the latest and greatest action figure or doll. The display is often surrounded by bright lights and flashy signs, creating a positive association with the product. You'll see kids with wide-open eyes drooling over the displayed toys. But what if the store decided to change the display and make it more subdued? Perhaps even adding an unpleasant scent to the mix? The product may elicit a different positive response from customers. This is the work of classical conditioning. The toy acts as the unconditioned stimulus because it naturally evokes a positive response. Conversely, the flashy lights and pleasant smells are conditioned stimuli that reinforce children's affinity to the display. That's why toy ads feature kids playing with toys, buzzing and booming sounds, and colorful and vivid lights.

The coffee aroma in an open café

The smell of freshly brewed coffee wafting through the air can act as a conditioned stimulus in classical conditioning. Imagine customers having positive experiences (such as enjoying a delicious cup of coffee) in the presence of the coffee's aroma. People may begin to associate the scent with pleasure and satisfaction. In this way, the smell of coffee can serve as an effective advertising tool for cafes. Enticing to the senses, customers will come inside and potentially make a purchase. However, there's a caveat. It is important to note that classical conditioning only works if the unconditioned stimulus remains positive. In this case, the actual taste and enjoyment of the coffee stay delicious as can be. If the coffee starts to disappoint customers, the pleasant aroma may no longer be enough to draw them in. Let's step back into Pavlov's dog bell experiment again. If Pavlov stopped giving dogs food at the sound of the metronome, the dogs would eventually stop salivating. It's the meat paste that dogs want, not the bell that rings along with it. Consistently give your customers meat paste, and they'll salivate all the same with your advertising efforts.

Product jingle/Theme song

Have you ever found yourself singing along to a commercial jingle or humming the theme song of your favorite show? What did it make you feel? If it was an 80s theme song, you felt nostalgic and wanted to watch the show again. On the other hand, singing along to memorable product jingles help greatly in brand recall. Like Pavlov's classical conditioning story, we have learned to associate certain sounds with products or shows. For instance, don't you crave a Big Mac whenever you hear McDonald's classic "I'm lovin' it" outro song? Or perhaps, Coca-Cola's "Taste the Feeling" jingle makes you want to reach for a cold can of Coke. That's classical conditioning at work. Repetitive exposure to branding elements like jingles and theme songs can condition consumers to associate those sounds with brands. This elicits a desirable internal reaction, if not outward, among the people listening to those branding elements. The thing is: it's not just jingles and theme songs that induce those actions. After all, not every business has a jingle, but what gives their ads the kick of classical conditioning? Below, we'll delve into how classical conditioning can be used in your residential home services ads.

Pavlov's Dog and Home Service Ads

Let's all agree people begrudge all types of residential home service purchases – roofing, HVAC, plumbing, masonry, lawn care, etc. All home services are on the, "I haven’t budgeted for you" list for your customers. It's the thought of calling your business up for a service people don't want to deal with. Sadly, many customers are naturally inclined to think that home service contractors are ripping them off. Your quote (any quote) leaves a bitter taste in their mind when they see the bottom line. It is because you are selling an externally triggered grudge purchase. Let’s break this down:

• "Externally triggered," meaning the purchase decision is motivated by an external event – something broke. This forces them to make a buy in response to a NEED, not a WANT.
• "Grudge purchase" because people love gratification. When they’re forced to buy something, this depletes their happiness with a negative situation. Now they have to spend money they don’t want to, take time away from their already busy schedules, and cope with the anxiety, frustration, and stress of the situation.

Your goal as a business is to bring calm back to your customer's life. To transform their buying decisions from negative resonance to positive resonance — that's where classical conditioning comes in. That's what you're selling when advertising AC unit diagnosis, plumbing repair, and roof replacement. How exactly do you make your advertisements positive in your customers' mind? Simple. Speak to the dog in the language of the dog. What does the dog like to hear?

Speak music in their ears

The key to successfully pulling off classical conditioning is to tell your target market what they want to hear. That is a partial list of your product features and benefits. Even if you repeatedly tell them how cold their AC is or how durable your plumbing pipes are, it won't work. Customers want you to meet them in their perceptual reality — the only reality that matters for businesses. Their perceptual reality hides in the advantages of your products, not in the benefits or features. Your target market will listen to your offer when you articulate the advantage they'll get from your solutions. For instance, imagine an air-conditioning unit:

• Feature: High-quality refrigerant inside indoor coils
• Benefit: Works faster in making the room cold
• Advantage: They don't have to wait before the cool breeze kisses them

Use vivid imagery and powerful sensory words

Advertising is more than speaking about the advantages that make your solution 600 ft above the competition. You need to articulate your advertisements to get the message across creatively. Poor advertisements get lost in the gray; your goal is to rise above obscurity and connect with customers emotionally. In this case, instead of boasting about how cold your air-conditioning unit is, say it creatively. For example, saying, "our cold AC is the coolest there is!" doesn't give off the factor that makes people imagine. Instead, you could say, "the refreshing kiss of cold air will cool the sweat on your brow." The point is to make people cognitively experience those advantages through vividly imaginative words.

Give them an offer they cannot resist

Like Pavlov's dog experiment, the metronome would eventually cease making dogs salivate if the meat paste no longer comes with it. In advertising, you must pair your desirable, creative, and vivid advertising with an offer that's truthfully worth having. Give them an offer they can't refuse, and they'll say yes every time. The key here is to create a perfectly fair competitive advantage. That means you must make an offer that outstrips your competitors. Speak about the value and benefit of having your product. What do you offer that others will not or cannot? Be bold and overarching while remaining realistic. Look at those small pizza businesses that give their products for free if delivery exceeds their promised time. That's a perfectly fair competitive advantage. A perceptually high-risk, high-reward offer that makes it hard to say "no" to. For example:

• A 50-year non-prorated warranty for the roof you install.
• Always on-schedule visits or the service call is free.
• One-year no-risk service warranty if your HVAC unit breaks after repair.

Whatever it is, customers should feel like they're getting more from you than you from them. That's the secret to creating an irresistible offer. Getting ahead in your advertising is all about classical conditioning. When you condition them to look at your business in a positive light, you win the business. So, are you ready to condition your market's mind? If yes, and you need help, we can support you. Wizard of Ads® has been the number one partner of residential home service businesses in their advertising and marketing endeavors. Our team will ensure that all your ads and business touchpoints are geared toward classical conditioning. Book a call with Ryan Chute, and let's speak to the dogs in their woof-woof language.

One of the primary goals of businesses is to be memorable. You want to transcend being 'just another service provider' and be recognized as your category's go-to provider. Creating a memorable brand helps in achieving this goal. Companies use many tactics to attain this level of recognition. Two of the most standard strategies are using taglines (or slogans) and positioning statements. While they may sound similar, there are distinct differences between the two. How many taglines of products do you recall? Having a catchy tagline or slogan helps customers remember your brand in a sea of sameness. Positioning statements, on the other hand, focus on how your brand is unique and differentiates itself from the competition. Positioning statements help your team align their marketing and advertising efforts to your brand identity. But there's another tool that can help businesses establish powerful branding and stand 600 ft. above the competition: brandable chunks. You may have yet to hear of brandable chunks, which poses a huge opportunity. Why? If you want to lift your business up to be a household name, using brandable chunks is your ticket to greatness. In this article, we'll take a deep dive into taglines (slogans), positioning statements, and brandable chunks. We'll uncover the differences among the three and explain why brandable chunks should be at the core of your marketing. Keep reading.

Fewer but Better Leads

Roy H. Williams was once asked by a marketer how to get fewer but better leads. After all, it's better to capture 10 percent of the audience 100 percent of the way, than 100 percent of the audience only 10 percent of the way. Like what every other marketer would suggest, Roy recommended targeting. However, he emphasized using broad targeting, not narrow. Here are the best 2 ways to perform broad targeting:

• Geographical. Target audiences based on your trade area.
• Psychographic. Target audiences based on "buyer personas" as suggested by their purchase history or affinity groups.

You may ask, isn't it counterintuitive to broadly target if you want fewer but better leads? The short answer is an enthusiastic “No”! Let me explain. The principal motivation behind every buying is to want— you want something, so you buy it. This is what you observe in the retail industry. That's why you can target customers based on niche interests and online behavior. However, you're selling an externally triggered grudge purchase for residential home services. That means people don't buy your solutions out of WANT (on a whim) but out of NEED. The only thing they really want in this situation is for the pain to go away. People don't wake up thinking, "today feels like a good day to have my toilet fixed." In other words, only when a problem arises. And these problems can occur randomly at any given moment; therefore, broad targeting is more logical in this industry. Having better leads means that people are coming to you for the RIGHT reasons. You want leads who believe you will deliver the service better than anyone else. Otherwise, low-quality leads will come to you, which means lower conversion chances. The secret to targeting then, according to the Wizard of Ads®, is through ad copy. Our exceptional track record would suggest we’re correct. Tune your ad copy to contain every possible detail your customers should know while keeping it tasteful and creative. Taglines, positioning statements, and, most significantly, brandable chunks can help. If you're looking for marketing experts to help elevate your advertising in a Sea of Sameness, look no further. Wizard of Ads® is committed to helping residential home service businesses make the most of their advertising. If that's you, book a call.

Taglines/Slogans vs. Brandable Chunk vs. Positioning Statement

Let's discuss these three, how they're relevant in your ad copy and differentiate them from one another.

Taglines (Slogans)

Taglines, also known as slogans, are catchy phrases used in advertising campaigns to attract customers. There need to be more formulas used to create taglines for businesses. Some keep it short, while other companies like theirs a bit longer. You can use the taglines to feature the main benefits or purpose of the brand or communicate your value proposition. A few tagline examples include:

• Nike's "Just Do It"
• McDonald's "I'm Loving It"
• KFC's "Finger-lickin' good"

Taglines and slogans can be powerful tools provided they're catchy, memorable, and induces a strong brand recall. However, the prerequisite of having such a privilege is establishing your business as a household name. Well, that's easier said than done.

Positioning Statement – What is your SKIMP?

Positioning statements are your brand's way of differentiating itself on the Sea of Sameness. They often describe your unique value proposition. In it, you also declare how your brand wants to be perceived by its target market. Unlike taglines and slogans, positioning statements are often internal guidelines for all the departments under your umbrella. While you can plaster your positioning statement on your website, it's more commonly an internal document. This enables your team to make advertising, marketing, and strategic decisions aligned with your positioning statement. Positioning statements answer the question:

• What is the SINGLE KEY INFLUENTIAL MESSAGE to PERSUADE (SKIMP) that we won’t skimp on?

The only problem is that positioning statements look at the big picture, which means it's too broad to clearly define every part of your business. You should not publish your positioning statement in your advertising and pray it converts. Simplifying positioning statements into smaller bits is the key; that's where brandable chunks come in.

Brandable Chunks

Brandable chunks are micro-positioning statements that explain an aspect of your business. Unlike all-encompassing positioning statements, brandable chunks are small memorable lines that people distinctively associate with your company. In other words, when people hear your brandable chunks, customers know they're from your business. What's good is you can easily have a dozen brandable chunks that are meaningful and memorable. Why exactly do brandable chunks work?

"Brandable chunks are memorable, micro-differentiators."

Unless done by a household brand with a strong following, taglines and slogans remain white noise — Adspeak. They are lines you wish people would willingly believe in, but they usually don't. That's where brandable chunks are so much different and much more refined.

"Brandable chunks are refined from average advertising in the same way that hi-octane gas is refined from crude oil." — Roy H. Williams

Here are five reasons why brandable chunks work better than taglines:**1) Create vivid mental images.**Brandable chunks give off imagery that taglines simply can't. They paint a picture in the mind's eye and help potential customers remember your brand. For example, when I say, "stand 600 ft. above your competition," what do you think of it? Do you see your business elevated and all your competitors clawing their way up to share the top with you? How about when I say, "Sea of Sameness"? Do you imagine a sea of brands that get lost in obscurity because they're all similar?**2) Employ unusual word combinations.**Brandable chunks also use unique combinations of words, making them more memorable and catchy. Take "Sales is a dance and closing is jujitsu," for example. It's much more effective and attention-grabbing than saying sales is a long process and closing is sealing the deal. You create better imagery when unusual words are combined in perfect harmony.3) Communicate features and benefits succinctly Brandable chunks often communicate the features, benefits, and advantages of a brand in a catchy manner. Look at Wizard of Sales® CORE Purpose: "to protect and defend a happy, healthy, wealthy culture." The line describes the Leader's purpose of integrating the CORE Principles into your business culture.**4) Have meter (rhythm) so they tumble off the tongue.**Brandable chunks must be accessible on the tongue and smooth to the ears. That's how you make them memorable.5) Have a pattern interrupt that doesn’t quite fit, but makes sense. One of our clients are “The Pros Who Knows”. While not grammatically correct, it fits. This breaks past Brocha, the gatekeeper of the mind, and shows up in your customer's imagination, ready to party all night long.

Brandable chunks are memorable, micro-differentiators.

Brandable Chunks in Radio Ads

The best thing about brandable chunks is they're usable in every marketing effort. You can throw brandable chunks in your ad copy, home page, or social media post without remorse. People will not get sick of listening because it's not sales-y; brandable chunks are means to remember your business. That's why brandable chunks work wonders in radio ads, tv ads, and billboards. Since it rolls off the tongue easily, it can be quickly delivered through speech or copy. Moreover, unlike taglines, you can sprinkle various brandable chunks across a single ad. In Roy H. Williams' memo, he demonstrated how he simplified two radio ads and infused brandable chunks throughout.

Brandable Chunks are Never Predictable

Taglines are predictable. You usually say them at the end of an ad. Positioning statements are predictable. They remain the same throughout the lifespan of the company. Brandable chunks, however, are unpredictable. Why? Because there are so many things to choose from. You could use over 20 brandable pieces throughout your business touchpoints. What makes them more predictable is that there's no limit to their usage. For instance, here are ways you can use them:

• As headlines
• Scattered across your web pages
• A way to answer the phone
• Opening and closing statements
• Conversational tidbits

Can you imagine saying your tagline repeatedly when talking to your audience? Yuck. Having taglines and positioning statements is excellent for marketing. However, creating your own set of brandable chunks are better ways to attract the right people with your ad copy. Plus, they are great tools to help customers recall your brand whenever they hear them. Need brandable chunks? Wizard of Ads™ can help you. Book a call.

Slogans have been one of the most crucial elements of businesses for ages past. Serving as catchphrases, they capture consumer attention and leave a lasting impression in their thoughts. That’s why, in many ways, slogans are like wizard spells cast upon the consumer’s mind. They enchant customers with the brand’s message and entice them to purchase the company’s products and services.

Truthfully, slogans can make or break a brand as they’re engraved into the identity of a business.

Don’t you notice it? When we hear popular brand names, catchy slogans pop up right along with them. I bet that you even remember one or two famous advertising slogans that indefinitely stay in your memory.

The problem is that not all slogans effectively occupy space in people’s subconscious.

While a strong slogan sticks in customers’ thoughts and lingers, an ineffective saying has no impact on brand recall. Worse, they can confuse customers and further harm the brand’s image.

To fully understand commercial slogans, we must revisit the pros who made theirs work. More than craft brand slogans that roll off the tongue smoothly is needed. They must also align with the brand’s message and values to truly resonate with your target audience.

That’s our mission in today’s article. Let’s look at a list of advertising slogans from countless successful businesses and see what made them catchy and compelling.

What Is a Good Slogan?

Have you ever come across a slogan and thought, “yep, that’s one killer slogan“? Then you encounter another catchphrase that didn’t have that smooth ring.

All slogans are built differently and don’t subscribe to a single formula. Nonetheless, they all have a singular purpose: to leave a lasting impression on their audience.

Before exploring our list of famous commercial quotes, it’s best first to define a good slogan.

Slogans, as everyone knows, are concise and memorable phrases used in advertising campaigns to draw potential customers. All ad slogans are unique because while they work for one purpose, they perform that role uniquely. Some:

• Encapsulate the core values of a brand
• Express the business’s defining characteristics
• Shares the lifelong purpose of a company
• Communicates the unique value proposition of an enterprise

So, what makes a good slogan? It should be short, to the point, and memorable. It must also align with the brand’s image and tone of voice and evoke emotion in the audience. After all, you only have a few words to leave a mark on, so make them count.

Marketing slogans aim to demonstrate the power of creating an emotional connection between customers and brands. As long as it’s relevant to the brand it represents and effectively initiates brand recall among customers— it’s considered good. Successful slogans can become ingrained in our culture and stand the test of time.

Although it seems easy enough to craft, slogans take a lot of research, creative juices, and strategy to create. I assure you, the first one-liner you think of isn’t the best one. Prepare yourself to write about 50 others. Unless, of course, you’d leave the slogan-making endeavor to the pros in advertising.

Wizard of Ads™ partners with many residential home service businesses to perfect their advertising campaigns. From slogans to display ads, we’ve got your marketing covered. Book a call with Ryan Chute from Wizard of Ads®, and let’s get you hooked up.

Here’s the thing. Slogans are not the only ones we offer; we can give you something better than a company tagline. Find out below.

Brandable Chunks vs. Slogan

While slogans give your company a sense of identity, more often than not, slogans fall into the category of AdSpeak, these are the obvious and predictable advertising lines that customers smell from a mile away, so they hardly work. According to Roy H. Williams, AdSpeak is any advertising attempt that your customer interprets as, “blah, blah, blah.”

Unless your ads emotionally captivate and connect with customers, they’ll remain white noise in an ocean of invisible marketing messages. Do you know what words do not fall within the AdSpeak umbrella?

Brandable chunks.

These are memorable words, phrases or sentences distinct to a brand that people associate with your company. In other words, when people hear brandable chunks, they know your brand said it first.

Examples of brandable chunks that I use are:

• Sea of Sameness
• Realm of Association
• Underlying felt needs
• CORE Principles
• Blind spots, bottlenecks, and breakpoints
• Sales is a dance. Closing is Jujitsu.
• Transactional Shoppers
• Relational Buyers

When you hear these words elsewhere, you heard it from me first *winks*

Your company needs brandable chunks, too, on top of an effective slogan. Wizard of Ads™ can help you make that happen.

Famous Slogans vs. Effective Slogans

Someone once asked me, “which is better, famous slogans or effective slogans?“

I didn’t have an answer to the question because, quite frankly, that’s not the right question to ask. Famous slogans and effective slogans are not at war against each other. In fact, both of them are essentially the same, just in different ‘evolutionary states.’

Let me explain.

All famous slogans are famous for one reason — they’re effective. Commercial slogans made it to the big leagues because someone crafted an effective slogan before the business was even recognized. Effective slogans evolve into famous slogans when all marketing and business touchpoints are on point.

If you’re looking for inspiration in developing your own slogan, check out the powerhouses in the industry. They’ll give you an idea of what works and doesn’t for your business.

Let’s look at and review the most effective and famous slogans the world has ever known.

15 Famous Slogans Over the Years — What Does the Wizard of Ads® Say About Them?

There are many famous commercial quotes, but only some marketing slogans take the cake. Below, we’ll look at the best catchy slogans of the most popular businesses on earth.

Kentucky Fried Chicken — “Finger-lickin’ Good”

Do you know those accidental science experiments that no one thought much of but eventually saved the human race? How KFC’s slogan follows that same narrative.

It was uncertain when the restaurant manager addressed a woman’s complaint about KFC’s TV commercial. Apparently, she disliked seeing Colonel Sanders licking his fingers on-screen, to which the Arizona manager replied, “Well, it’s finger-lickin’ good.”

This slogan sits at the pinnacle of the best commercial slogans because it has a clever play on words. Aside from being memorable, it captures the essence of how good KFC’s banner product is.

Nike – “Just Do It”

Unlike other famous quotes, Nike’s Just Do It slogan has a bit of a morbid inspiration. According to The Washington Post, the line was the final words of a person convicted of murder. Well, it works.

Nike etches their brand in the industry, not as a famous sports shoe company, but as a lifestyle choice. With top athletes living the Just Do It philosophy, it’s no wonder that Nike continues to dominate the sports industry. However, their slogan empowers individuals to push their limits and remains relevant in various contexts beyond sports.

Kodak — “Share Moments, Share Life”

Kodak’s slogan is all about connecting with others through shared memories. If there’s one thing common among humans, we relish good experiences and block out the bad ones from our memories. What better way to store memories than with a snap of a picture?

Kodak’s slogan focuses heavily on that belief, which gives their brand the emotional appeal to edge out industry competitors. It highlights the importance of preserving and cherishing moments with loved ones and capturing those experiences using their product.

The only downfall of Kodak is its reluctance to go with the times and ditch image printing and film-powered devices. While they may have failed in their most crucial touchpoint, the slogan remains one of the best.

Nikon — “At the Heart of the Image”

Like Kodak, Nikon is another famous camera brand that focuses on emotional appeal in its slogan. However, Nikon did a better job at clarifying its business model and solutions by adding the word “image.”

This slogan then emphasizes two things:

• Nikon’s commitment to producing high-quality imaging technology.
• Highlighting the emotional connection that comes with capturing moments through a photograph.

In other words, no camera brand other than Nikon gives images the vibrance of life it needs.

Skittles — “Feel the Rainbow, Taste the Rainbow”

Skittles’ slogan perfectly shows how short slogans can still be highly effective. For one, this playful phrase already highlights the colorful array of Skittles’ candy options. Moreover, it also cleverly incorporates the sensory experience of tasting them.

It brings to mind the fun and excitement associated with trying out new flavors while emphasizing the brand’s distinct taste.

Lay’s — “Betcha Can’t Eat Just One”

Lay’s is undoubtedly one of the most popular snack chips in existence. It’s a simple yet highly impactful slogan. I’m sure their motto had something to do with their business success.

This phrase brings to mind the irresistible taste of Lay’s and challenges consumers to resist devouring more than one serving. While that sounds counterintuitive, the slogan conditions customers to consider grabbing more than one bag when grocery shopping.

It also highlights the brand’s confidence in its product, further cementing Lay’s position as the top player in the snack industry.

BMW — “Designed for Driving Pleasure”

What’s the reason people buy cars? Primarily for convenience, of course.

But ask anyone to drive a Fiat Multipla, and they’ll say they’d rather walk than be seen in it. Underneath all the convenience talk, we truly want a car that looks good and makes us look good.

That’s the impression BMW leaves with its slogan.

BMW speaks to its target audience: those who value the driving experience and appearance above all else. It positions the brand as an authority in the automotive industry. It communicates the brand’s expertise in designing cars that prioritize pleasure, setting them apart from competitors.

Dollar Shave Club — “Shave Time, Shave Money”

Dollar Shave Club’s slogan is another simple yet clever play on words. It succinctly communicates the brand’s value proposition: their shaving products will save customers time and money.

It also plays on the common phrase “time is money.” This adds a playful twist to appeal to its target audience of young, budget-conscious individuals. Overall, the slogan is memorable and effective in conveying the brand’s message.

Maybelline — “Maybe She’s Born With it, Maybe it’s Maybelline.”

Maybelline’s famous slogan already hints at their intended market: women (although that wouldn’t hold up in 2022). Their motto alludes to the innate beauty that some women are blessed with. However, only some are born with that same advantage. In just a few words, Maybelline suggests that its arsenal of makeup can help create or enhance natural beauty.

The phrase is catchy and memorable, perfectly encapsulating the brand’s essence as a beauty products provider. The quick jingle “maybe it’s Maybelline” is also catchy and memorable (even I remember it).

Airbnb — “Belong Anywhere”

To some degree, AirBnB has achieved a similar level of popularity with Google and Facebook.

How?

Like the two famous brands, Airbnb has become a colloquially understood verb to denote booking a place. This fits perfectly with their slogan, “Belong Anywhere.”

Airbnb’s slogan perfectly represents its mission to provide a sense of belonging and comfort wherever you may be. It also evokes a sense of adventure and exploration, encouraging people to step out and experience new places.

Pizza Hut — “No One Outpizzas the Hut”

Pizza Hut’s catchphrase is less famous than other businesses listed here. However, there’s a caveat. When you hear the pizza company’s slogan, you won’t think of any other business except Pizza Hut.

Have you ever heard businesses insert their name within the slogan? No, because inserting your brand name in your motto is AdSpeak, but Pizza Hut pulled it off. Pizza Hut infused a little wordplay and made their slogan one of a kind. On top of that, the slogan confidently professes Pizza Hut’s unquestionable superiority over other competitors in the pizza industry.

Disneyland — “The Happiest Place on Earth”

Regarding theme parks, Disney surely knows how to stand out among the rest with their slogan. They don’t just proclaim about having the most fun rides or attractions. Instead, they position themselves as the ultimate destination for happiness.

Walmart — “Save Money, Live Better”

Who doesn’t like Walmart? Unlike other big box stores, Walmart remained faithful to offering low everyday prices to its consumers.

That’s what makes Walmart’s slogan catchy and also accurate. It speaks of the brand’s untainted value proposition: to sell high-quality products at relatively lower price points. Additionally, buying cheaper products also suggests having more purchasing power to spare, which is ideal for everyone.

General Electric — “Imagination at Work”

Regarding innovation and technology, GE is one of the top players in the game. And their slogan couldn’t be more fitting.

That’s what GE stands for. It’s pushing boundaries and constantly working towards imagination-driven solutions that can change the world. GE sells revolutionary solutions that are products of imagination and endless possibilities.

De Beers — “A Diamond is Forever”

Did you know that De Beers’ “A Diamond is Forever” slogan was the most recognized in the 20th century? That’s according to Gem Nation. The phrase was first coined by copywriter Frances Gerety in 1947 and has since become synonymous with the diamond industry.

But what does it mean? De Beers uses this slogan to convey that diamonds are timeless and everlasting symbols of love. This message resonated with consumers, as diamonds have become a staple in marriage proposals and wedding rings.

Furthermore, the power of this slogan goes beyond its symbolic meaning. It also conveys to consumers the value and prestige associated with diamond ownership. In a sense, it perpetuates the idea that diamonds are a valuable investment and status symbol.

The above list features some of the most famous advertising slogans for a good reason. These slogans not only catch our attention, but they also effectively communicate the values that each respective brand offers. Use their examples to see how you can craft your killer slogan in the residential home service industry.

Just remember to keep it short, to the point, and memorable, depicting the value you aim to offer. If you need any support crafting your slogans, Wizard of Ads® can help. Book a call, and we’ll make your slogan the common expression in your category.

When it comes to marketing, there are many ways to advertise your product or service. But not all advertising is created equal. And while some marketers take an ethical approach to their craft, others will do anything to make fast money. Deceptive advertising is one of the most unethical and irresponsible marketing practices. Not only does it mislead and manipulate consumers, but it's a surefire way to lose customers and damage your reputation. So, what exactly is deceptive advertising? Deceptive advertising is any advertising that deliberately misleads or deceives consumers about a product or service. There are various ways that advertisers can be deceptive, from false claims to misleading images. And while some forms of deception may seem harmless, they can significantly impact consumers and the businesses they patronize. For marketers and advertisers alike, it's essential to be aware of how you can inadvertently mislead consumers. Beginning with one of the most deceptive times of the year, let's examine misleading advertising during Black Friday.

The Black Friday Deception

Black Friday, the day after Thanksgiving in the United States, is one of the year's busiest shopping days. And while it's excellent to snag deals on holiday gifts, many marketers use deceptive practices to lure shoppers into their stores. Here's some advice on how to spot and avoid Black Friday deception:

“Doorbuster Sales Offer the Best Deals”

While flipping through this year's Black Friday ads, you'll likely see a lot of "doorbuster" sales. These are sales on select items available for a limited time, typically when the store first opens. The problem is many of these doorbusters are terrible deals. Many deals throughout the year are better than "doorbuster" deals. To avoid lying to your consumers, don't advertise that your doorbusters are the year's best deals. If they are great deals, let shoppers know what makes them unique.

“Everything Goes Sale”

It's not uncommon to see stores advertising that "everything" is on sale during Black Friday. The problem is, if everything is on sale, then nothing is on sale. When everything in the store is discounted, it removes the urgency to buy specific items. After all, if your consumers wait a week or two, it's likely the item they want will still be on sale. Instead of advertising that everything is on sale, focus on advertising specific items or categories that are actually on sale. Shoppers will feel like they're getting a good deal on something specific instead of being bombarded with "discounts" everywhere.

“Limited Edition/Quantities”

To move inventory, deceptive marketers use scare tactics to convince shoppers that an item is available for a limited time. This encourages shoppers to buy things even if they don't need them. Instead of using scare tactics, be honest with your consumers about inventory levels or leave them off altogether. Your consumers will likely make fewer returns and be more satisfied with their purchases. If you must use discounts to move inventory, ensure that your consumers get a good deal.

“Add-ons”

It's common for businesses to try to upsell consumers by offering "add-ons" at the point of purchase. Add-ons can be helpful if they genuinely add value to the product. However, often, they're just a weak attempt to get consumers to spend more money. To build strong relationships with your consumers, be transparent about your pricing and don't try to hide add-on costs. If you're selling a product that doesn't need any additional items, be honest about it. Your consumers will appreciate your honesty and be more likely to purchase from you again. When it comes to consumers, longevity is critical. At Wizard of Ads®, we believe that creating a connection is more important than just making a sale. Backed by honesty and integrity, your business can build and keep these mindful relationships for the long haul. If you're looking to create customer-centric advertising campaigns that will drive results, we can help. Book a call with Ryan Chute of Wizard of Ads® today to get started.

Deceptive Advertising List of Schemes

When it comes to deceptive advertising practices, businesses use a few common schemes to take advantage of consumers. Keeping yourself informed about these scams can help you avoid being exploited or using your customers for your own gain. Here are some of the most common deceptive advertising examples in marketing today.

Services List

If you think that deceptive marketing doesn't occur in the home services industry, you're mistaken. In fact, many businesses use deceptive advertising tactics to lure in customers and provide sub-par services. Some common examples of deceptive advertising in the home services industry include:

“0% Interest Promo”

This is a common tactic used by home service companies, especially during the holiday season. The company will offer 0 percent interest financing for a limited time, which may seem like a great deal. However, many consumers must realize that these deals are often more expensive. To avoid getting caught in this trap, get second opinions or pay in cash.

“Trade-in Concept”

This is another common tactic used by home service companies. With a trade-in deal, the company will discount your new project if you trade in your old one. However, many consumers must realize that their old project is worth very little. So while you may think you're getting a great deal, you need to save that much money. To avoid being taken advantage of, research and get multiple opinions before taking any trade-in deals. Also, avoid any companies that pressure you into deciding on the spot.

“Limited time Offer”

Home service companies use this common sales tactic to get you to sign on the dotted line. Deals like these are only available for a limited time, so if you “don't act now, you'll miss out.” Do feel free to hold out for a better offer. However, in most cases, these deals are extended or reintroduced at a later date. So if you feel pressure to make a decision, take a step back and ask for some time to think about it.

“Big Savings”

Many home service companies will claim to offer significant savings if you sign up for their services. They'll often show you a comparison of their rates versus their competitors. However, it's important to remember that not all deals are created equal. For example, if a HVAC company claims to offer a $4000 discount, you may ask some questions. How much is the unit itself? Is the $4000 "discount" the savings, or is it just a marketing gimmick? What's the quality of the unit? If you are considering a home service company, make sure to do your research. Get multiple quotes and compare not only the price but also the quality of the services being offered. You deserve to get the best possible deal on your home services. Feel free to find a home service company that you can trust.

Consumer Products

Aside from home services, there are some deceptive marketing strategies that businesses use to target consumers. Many businesses use deceptive marketing practices to target consumers looking for a specific result, such as weight loss. Some common examples of deceptive marketing include:

”Energy” in Soda/Drinks

Many energy drink companies use the word "energy" to suggest that their product will give you more energy. However, most of these drinks contain high sugar and caffeine levels, which can lead to a crash in energy levels. To make matters worse, some of these drinks also contain herbal stimulants that can have dangerous side effects. While deciding whether or not to buy an energy drink, be sure to read the label carefully. If the word “energy” is prominent on the packaging, the drink will likely contain high levels of sugar and caffeine.

“Environmentally Friendly”

As we strive for a more sustainable world, many companies claim that their products are “environmentally friendly.” But what does that mean? In most cases, it means that the product is made from recycled materials or is biodegradable. However, there is no strict definition of the term, so it can be used liberally. When you see a product advertised as “eco-friendly,” do your research to see if it is sustainable.

“Shoes that Burns Calories”

We’ve all seen the ads: shoes that claim to burn calories, tone your legs, and give you a workout. Sounds too good to be true, right? Unfortunately, it is. Many shoe companies have been sued for false advertising because their products don’t o these claims. So, if you’re looking for a workout shoe, stick to what you are comfortable with and do your research.

“Organic Products”

The word “organic” is thrown around often, but what does it mean the food is grown without synthetic pesticides or fertilizers? Organic livestock must be given organic feed and cannot be given growth hormones or antibiotics. Organic products must meet these standards set by the United States Department of Agriculture (USDA). The problem is that “organic” has become a marketing tool. Many products that claim to be organic are not certified by the USDA. And even if they are certified, that doesn’t necessarily mean they’re better for you. So, how can you tell if a product is truly organic? Look for the USDA Organic seal. This seal guarantees the product meets USDA’s organic food standards. From there, you can also check the ingredients list. So how come so many businesses get away with deceptive marketing? The answer is, they don't. From lawsuits to consumer distrust, there are serious consequences for companies that falsely advertise their products. The bottom line is this: When it comes to your products or services, honesty creates consumer longevity. Deception might work in the short term, but it will always come back to bite you in the end. So play it safe and stick to the truth. Your customers will thank you for it. At Wizard of Ads®, we believe in being transparent with our clients and delivering results that exceed expectations. We don't make false promises - instead, we focus on doing great work that speaks for itself. If you're looking for an advertising partner you and your customers can trust, look no further than Wizard of Ads™. We would be honored to help you grow your business the right way. Book a call with Ryan Chute of Wizard of Ads® today to get started.

As the holiday season approaches, many of us begin to feel the annual pressure of holiday shopping. Whether searching for the perfect gift or trying to stay within a budget, holiday shopping can be stressful. Thankfully, Black Friday sales offer some respite from the holiday spending frenzy. For those of us who love a good bargain, Black Friday is a holiday in itself. We scour the Black Friday ads, make our lists and plan our route to ensure we hit the best sales. The anticipation of Black Friday makes even the most diehard shoppers a little giddy. And when the big day arrives, it's a mad dash to find what you’re looking for at an “unbeatable” price. For business owners, Black Friday is a huge opportunity to bring in a lot of revenue. Businesses can draw in huge crowds of shoppers using bold, enticing doorbuster ads. Whether you love or hate it, Black Friday is a big part of the holiday shopping season. Seasoned businesses such as Best Buy, Walmart, and Target have perfected the art of the Black Friday sale. What's the secret to their success? Let's begin by looking at the origin of our beloved Thanksgiving weekend.

How “Black Friday” Got Its Name

"Black Friday" was first used in the 1960s to describe Philadelphia's heavy traffic and congestion after Thanksgiving. During that time, police officers used the term to describe the chaos of large crowds of shoppers and sports fans. Many traffic jams, accidents, shoplifting, and other issues gave the name Black Friday a negative connotation. To bring positive attention to the day, retailers attempted to use "Big Friday" to describe the annual shopping day. However, it wasn't until the mid-1980s that retailers fully embraced the name Black Friday. Embracing the name and its chaotic nature, retailers began using it as an opportunity to advertise discounts and doorbuster deals.

Black Friday and the Wall Street

You may be mistaken if you think Black Friday is only renowned for its shopping deals and chaotic past. The term “Black Friday” also has a storied history on Wall Street. While the day after Thanksgiving is one of the busiest days for retailers, it's also a big day for stocks. In 1869, two financiers, Jay Gould and Jim Fisk, tried to corner the gold market to increase prices significantly. As part of their plan, the two men purchased as much metal as they could at the New York Gold Exchange. In an intervening move, President Ulysses S. Grant caused their plan to crumble on Friday, September 24. In an instant, the stock market plummeted, causing thousands of Americans to declare bankruptcy. This event also became known as "Black Friday." Today, Black Friday is considered one of the busiest shopping days of the year. And as the holidays continue to grow closer, many retailers are already fueling the hype around their Black Friday deals. If you're not as prepared, that's okay! You've come to the right place. At Wizard of Ads®, we've helped clients create successful Black Friday ads to drive traffic and sales. Backed by years of experience in the home services industry, we know what it takes to create ads that work. To get the most out of Black Friday this year, book a call with Ryan Chute of Wizard of Ads® today.

Small Business Saturday

Now, if you think that your small business can't possibly compete with big box stores on Black Friday, you're wrong. While Target Ads and Walmart Black Friday deals seem to get the attention, Small Business Saturday is designed for you. Founded by American Express in 2010, Small Business Saturday has become an annual tradition for many shoppers to support small businesses. Designed to encourage holiday shoppers to patronize small businesses, Small Business Saturday is a great way to join the fun. In fact, last year, American Express reported that consumers spent an [estimated $23.3 billion](https://about.americanexpress.com/newsroom/press-releases/news-details/2021/American-Express-12th-Annual-Small-Business-Saturday-Reaches-an-All-Time-High-with-an-Estimated-23.3-Billion-in-U. S.-Consumer-Reported-Spending-11-28-2021/default.aspx) at small businesses on Small Business Saturday. That's a lot of dough! What's more, cardholders can be rewarded with cashback while shopping at small businesses with American Express. Recognized nationwide, Small Business Saturday offers the perfect opportunity to let your community know why small businesses matter. Advertising your small business throughout the holiday weekend is a brilliant marketing move to increase foot traffic and sales. And if you have extra time, don't forget to support other small businesses by shopping at them too!

Is Thanksgiving on a Thursday?

Historically established in 1621, the Pilgrims first celebrated Thanksgiving after their first harvest. The feast lasted three days and was attended by 90 Native Americans and 53 Pilgrims. Since then, the holiday has evolved quite a bit. In fact, George Washington was the first president to declare Thanksgiving a national holiday in 1789. At the time, it was celebrated on November 26th. This date, however, was later changed to the fourth Thursday of November by Abraham Lincoln in 1863. Interestingly enough, Thanksgiving was almost not celebrated in 1939. Due to the Great Depression, Franklin Roosevelt moved the holiday up a week to boost retail sales and the economy. This was dubbed "Franksgiving" and wasn't very popular. Because of this, in 1941, congress passed a law that solidified the fourth Thursday of November as the official holiday. But why is the history of Thanksgiving so important? The timeline of Thanksgiving and holiday shopping has changed a lot over the years. In fact, there is controversy over when Christmas shopping should begin, as some feel it takes away from Thanksgiving. In years past, stores would even open their doors on Thanksgiving Day. This would allow shoppers to get a head start on their Christmas shopping. Recently, however, many stores have begun to close on Thanksgiving Day to allow employees to spend time with their families. As a business owner, it is crucial to be aware of the changing landscape of holiday shopping. By understanding the history of Thanksgiving and holiday shopping, you can make informed decisions about your holiday deals and operations.

Turning Dust Into Gold

When it comes to Black Friday, consumers nationwide flock to stores hoping to find the best deals on holiday gifts. But why do we all fall subject to the frenzy? A large part of it has to do with the way stores market Black Friday deals. Using psychological tactics, retailers make the common belief that we cannot miss out on these fantastic opportunities. But what are we really missing out on? To get rid of this inventory, stores deeply discount these items to provide the illusion of a great deal. But is it really a great deal? To the ordinary consumer, yes. This is crucial to business owners because it helps them unload inventory that would have otherwise gone to waste. So how can you turn dust into gold this holiday season? Here are six psychological tricks expert marketers use to get us to open our wallets on Black Friday:

The “Shopping Momentum” phenomenon

During Black Friday sales, shoppers are in a frenzy – and you can get caught up in the momentum. When we buy a discounted item, we are more likely to continue spending, even if we don’t need it. It’s the same reason why casinos are designed the way they are – to keep you gambling. The reason this momentum works is that it creates a sense of convenience. When we are in the buying mindset, we are more likely to say yes to things we wouldn’t usually buy. This is because they are in front of us and are easy to add to our cart. For shoppers, this can quickly add up to hundreds of dollars on unneeded items. For business owners, however, this can be a goldmine. Thus, when crafting your Black Friday ads for 2022, don't be afraid to leave some items off the sale. The shopping momentum will likely make the sale for you.

“The love for coupons”

Let's face it. Everyone likes saving money. While some people are more frugal than others, there is a general sense of appreciation that comes with a deal. This is especially true when it comes to big-ticket items. Black Friday is the perfect time to offer coupons and discounts on your products and services. Not only will this entice people to buy from you, but it will also psychologically make consumers purchase more. This is because people feel like they are getting a good deal and want to take advantage of savings. If you want to make the most of Black Friday, consider offering coupons and discounts on your products and services. This will not only help you boost sales, but it will also make consumers feel good about their purchases. Win-win!

“The “Fear” of missing out”

Fear of missing out, or FOMO, is a powerful emotion that can drive people to make snap decisions. FOMO will be in full effect on Black Friday as people scramble to get their hands on the best deals. For example, Best Buy Black Friday ads always feature doorbusters – deeply discounted items that are available for a limited time. Using words that create a sense of urgency, like “doorbuster” or “limited time only,” effectively creates the feeling of FOMO. FOMO can be a powerful motivator for people to buy when coupled with a great deal. Think about it – if you see a fantastic deal on something you want, you’re more likely to buy it then, especially if everyone else is after the same thing. That’s why it’s so important for retailers to use language that will trigger FOMO in their customers. Even if you own a service-based business, use words and phrases that create a sense of urgency. With a bit of speed and some fantastic deals, you can create Black Friday ads that will drive huge profits.

“Stress reliever”

Your customers are going to be under a lot of pressure during the holidays. They’re trying to find the perfect gifts for their loved ones, deal with family drama, and stay within their budget. Black Friday shopping provides a much-needed outlet for all of that stress. After all, who doesn’t love shopping for good deals? To ensure that you add to the holiday cheer, make sure your Black Friday ads are clear and concise. Your customers should be able to easily see what deals you’re offering and how they can take advantage of them. If your ad is confusing or overwhelming, they will likely click away and find something else. To sound more enticing, you may even choose to market as a “one-stop shop” for Black Friday shopping. For example, Target's 2022 Black Friday ad features the tagline “Finish your list for less.” This tells shoppers about their deals and promises an easy and convenient experience. Avoid being too “sales-y” in your language, as this can turn people off. Instead, focus on how your products or services can benefit the shopper and make their life easier. Your goal is to get them excited about what you have to offer without coming across as pushy. Once you've created a stress-free atmosphere, then you can start pushing the sales.

“Buy-one-get-one offer (BOGO)”

Buy-one-get-one offers are a great way to get people to buy more than they originally intended. With these deals, shoppers feel like they're getting tremendous value, making them more likely to purchase. Other taglines you can use for these offers include: “Two for the price of one!” “One for you and one for a friend!” “Get double the savings!” And more! Using these types of deals can increase your sales and boost your bottom line. You can also make holiday shopping easier for your customers, which they'll appreciate. I mean, who doesn't love “free” stuff? Again, this can apply to home services such as HVAC, plumbing or even electrical. For example, you could offer a BOGO deal for furnace tune-ups, heating and cooling systems, and more. This would be a great way to get new customers in the door and make them aware of your services. Additionally, it would demonstrate your generosity and care about their needs, two things that are sure to win them over.

“Diderot Effect”

In psychology, the Diderot Effect refers to the need to buy more items to match a new item we purchase. For example, let's say you buy a new pair of shoes. Once you have them, you may feel the need to buy a new shirt and pants to go with them. And then, once you have those items, you may need to buy a new bag and jacket. And so on. Named after 18th-century French philosopher Denis Diderot, the Diderot Effect can have many positive and negative uses. For business owners, the Diderot Effect can be a great way to market products to consumers. And, of course, retailers use the Diderot Effect to get us to spend more money during sales like Black Friday. So, how can you utilize the Diderot Effect to your advantage? If you want to increase your bottom line, consider complementary advertising products alongside your main product. For example, if you're selling a new winter coat, advertise gloves, hats, and scarves along with it. For service-based businesses, offer your clients additional services that complement what they're already paying for. By offering complementary products and services, you can increase the amount each customer spends with you, boosting your bottom line. This works especially alongside BOGO offers, doorbusters, and other sales strategies that are popular during Black Friday shopping. At Wizard of Ads®, we house the strategies any business needs to increase its bottom line this holiday season. Equipped with knowledge and experience, we'll put your business on the right path for Black Friday success. Are you ready to make the most of your Black Friday? Book a call with Ryan Chute of Wizard of Ads® today to get started!

What is the funniest commercial, in your opinion? Do you like those funny commercials from 2022? Or are you an old soul that appreciates the classic funny commercials from the 90s? Whatever it is, we can all agree that a good laugh is always welcome regardless of the decade or star. But here's the more important question: do you recall the brand being advertised in those hilarious commercials? Some might say yes, and others might not remember at all. If you remember and have even bought the product because of the ad, one thing's for sure — the commercial worked. However, not all funny commercials get us to buy. Being funny is great, but it's not enough to make an ad successful. Although humor alone is enough to get sales, there's more to effective commercials than comedy. Effective funny commercials make the difference between entertaining and persuasive. The secret lies in the balance. Commercials need to strike the proportion of entertainment and clear messaging to leave a lasting impression. The Sales Gods favor only funny commercials that achieve this perfect harmony with profitability. The question is: what exactly are the keys to effective funny commercials? Discover them here!

Funniest Super Bowl

Before we delve any deeper, let's look at some beautiful examples that the lords of advertising have bestowed upon us. Undoubtedly, the Super Bowl remains the largest television platform for marketers. According to Adweek, more than 50 percent of US households watched the telecast of the Super Bowl LVI. That equates to a handsome 149.9 million people. How about the commercials, you ask? The ads reached an average viewership of 106 million and generated more than four billion impressions. In other words, land a spot in Super Bowl and expect millions in return. That is if you display practical and funny commercials. Otherwise, your store will remain dry as a barren desert. There are many hilarious commercials and silly advertisements during the Super Bowl. For instance, Steve Carell, Lil Jon and Cardi B's Pepsi commercial was pretty funny. Or, NFL's former wide receiver Isaiah Mustafa's "The Man Your Man Could Smell Like" ad was amusing too. All these were unique and compelling ads, but the one that stuck with me most was "Gym Attack" by Doritos.

"Gym Attack" - Doritos

Doritos proved that you don't need a ton of script and a long screen time to be funny and practical. According to Nielsen, within 30 seconds, [Doritos captured the hearts of 116 million viewers](https://www.nielsen.com/insights/2010/doritos-super-bowl-spot-was-the-most-watched-ad-of-all-time/#:~:text=3 minute read | February 2010&text=A Doritos commercial featuring two, according to The Nielsen Company.). Considering the ad only played during the fourth quarter and still ranked number one is an incredible feat.

Now, what sets this advertisement apart from other funny commercials out there?

• First, the commercial made one statement: woe to the unfortunate souls who steal Tim's Doritos. I mean, great acting and spot-on editing.
• Second, it was a 30-second hilarious masterpiece that still gets me even 12 years later. It's undoubtedly one of the best funny commercials Doritos has ever made.
• Third, they conveyed the message that Doritos are to die for. Doritos were relevant throughout the ad: the bag, the Dorito shuriken, and even the Dorito yoroi samurai armor.

With all these ingredients in the ad, I have no doubts that Doritos' sales spiked during the year and after. Look no further if you're searching for the best advertising partners to produce your following funny commercials. Wizard of Ads™ can help you make the comic and compelling ads you need to dominate your category. Are you interested? Book a call with Ryan Chute, and let’s get you hooked up. The truth is: producing anything funny is all about creating a funny statement. Roy H. Williams couldn't have explained funny statements better than in one of his Monday Morning Memos. Discover below.

A Funny Statement

Advertising is all about solving problems, do you agree?Allow me to explain. Your target audience has a problem, and your business [presumably] has a solution to solve their predicament. Advertisements serve as the bridge that lets you connect with your audience and let them know you have an answer. So, by way of mathematical transitivity, ads do solve problems. However, most entrepreneurs know that solving consumer problems requires big ideas. Why? Why do some of your ads flop? Because if ads are all you need to solve your customer's problems, then why don't all ads work? Ads need big ideas to make them fun, creative, innovative, entertaining and effective. David Ogilvy, the Father of Advertising, says:

"Big ideas come from the unconscious. This is true in art, science, and in advertising. But your unconscious has to be well informed, or your idea will be irrelevant. Stuff your conscious mind with information, then unhook your rational thought process.”

Stuffing your mind is easy— just read tons of books and watch how the Picassos of advertising do their masterpieces. But unhooking your rational thought process? That's the hard part. Roy H. Williams suggests that humor is a powerful tool to do it. Humor runs through the veins of funny commercials, and he explains mood through the concept of "funny statements."

• A statement that belongs and fits a narrative is predictable — not funny.
• A statement that doesn't belong or fit makes no sense — again, not funny.
• A statement that doesn't belong but fits — funny.

When we expose ourselves to comedic reverie, we fill our minds with puns and ideas that unlock our humorous potential. This enables us to create funny ads. Ads that don't belong but fit our market's tastes, needs, wants, and cravings. That's the trade secret to funny commercials, but being funny is not enough.

When Funny Commercials Aren’t Making You Buy

It's comical how some ads succeed in making people laugh but ultimately fail in their divine purpose. That is to make people buy — because laughter doesn't pay the bills. If funny commercials get people laughing but not buying, your advertisement fails. Funny commercials only work if they persuade couch potatoes to get off their ass and buy. Ace Metrix conducted a study to determine if humorous ads do more than make viewers laugh. Does the ad increase sales or at least spark interest in the product? After all, businesses and advertisers spend millions to land their ad campaigns in prime-time spots. We'll feature the results below:

The Key to Effective Funny Commercials

We learn a valuable lesson from Ace Metrix's study. There are two critical nuggets that advertisers and businesses alike must consider before publishing funny ads. Here are they:

Commercials were less likely to increase desire or intent to purchase than commercials that played straight.

Results showed that funny commercials are more memorable and appealing than unfunny commercials. However, those same commercials could not increase the intent to purchase or desire compared to ads that played plainly. This means that [some] funny ads are helpful for entertainment rather than persuading consumers to buy. We're not saying that all funny ads are not practical, nor are we insinuating that unfunny ads are ineffective. Just look at the most popular and effective funny ads of the century:

• "Geyser" by Huggies
• “Ultrasound” by Doritos
• “Use Condoms” by ZaZoo
• “Long Long Man” by Sakeru Gummy
• "The Showdown" by McDonald's

These ads were funny but also paved the way for a spike in sales. There is a reason why some funny ads fail to hit homerun, and the reason is:

Humor should only supplement the delivered message.

When humor becomes your spiel, it can distract from the ad's message and ultimately fail to persuade customers. Funny commercials should utilize humor to enhance their message, not become the sole reason for their existence. Take Kmart's infamous "Ship My Pants" commercial, for example. The idea was cute, the concept was okay, and the execution was funny. While it garnered a lot of attention with its clever wordplay, Kmart was nowhere to be found throughout the ad. They focused too much on the comedy but didn't focus on the message. Where is Kmart now? Bankrupt. Was it because of the ad? Heck no. But a good ad could have bought them time to come up with ideas and compete with Walmart and Target. The research pointed out that whether you have funny commercials or not, you need to emphasize the advertised product. Otherwise, you'll make people laugh and then immediately wonder, "what the heck did I just watch?" Now, consider Huggies' Geyser commercial. The ad showed their diaper being strong enough to contain a baby's pee (thinking of his severe bladder problems). That's how you feature an ad's advantage while portraying the product throughout.**The key is using humor as a supplemental tool in your commercial, not the entire spiel.**If you're looking for funny, effective, persuasive, and money-making commercials, we can help you out. Wizard of Ads® has been the trusted partner in creating the best residential home service industry ads. Want the same ads for your business? Book a call.