3 Common Mistakes Brands Make On Their Messaging
Read time: 2 mins
For those that have taken on-board the marketing life, it’s safe to say that it’s not an easy road to take. If only it was simple as following a yellow brick road to get from A to B, in fact, it’s more like it’s an exhaustive battle to win attention and recognition.
‘Stike while the iron is hot’ they said. Well, when is the perfect time to strike and how hot does the iron need to be? With not just one formula for hitting the jackpot to creating a winning ad, it can be easy to fail at connecting with audiences altogether.
Our best attempt at getting it right could be to try and understand how the masses respond to different messages. Here are three of the most common mistakes that we see brands make on their messaging.
Destructive Social Proof
Have you ever gone to a doctor’s clinic and seen a poster showcasing an alarming statistic of how many people fail to do get their recommended daily vegetable intake? Or at a beauty salon where they showcase how many people fail to show up to their appointments?
These types of statistics are part of a strategy commonly employed to try to astonish people with scary figures to show the seriousness of an issue. In fact, this tactic actually aggravates the problem to which it is attempting to provide a solution.
The reason why the message becomes ineffective is that they emphasize on portraying how common the undesired behavior is. Unluckily, being the social animals that we are, we tend to imitate what others do. Consequently, destructive social proof inspires people to imitate the unwanted behavior that it aims at stopping.
Being too perfect
More often than we would admit, is that we all have a desire to want to impress others. This need motivates our decisions, from the clothes we wear, what we eat and even the things we tell others about ourselves.
When it comes to brands, they tend to use this tactic as well. They normally boast and overwhelm their target customers with lots of information yelling to the masses why you need to buy their product and the reason it’s the best on the market.
In fact, disclosing weaknesses increase our interpersonal appeal and are a realistic way of demonstrating honesty.
Looking ‘perfect’ isn’t always about wearing the trendiest clothes, sometimes it just about looking less put together by putting your hair in a messy bun or throwing on a pair of sunglasses.
Doing like everyone else
Many car adverts tend to feature the relevant car model negotiating corners in a rough rural area. When it comes to fashion advertisements; they usually have good-looking people pulling a face at the camera. Unfortunately, this imitation has a negative impact on a brand’s memorability. A person is permanently made to spot the distinguishing factors and looking like everyone else doesn’t make a brand memorable. Instead, showcase your brand’s difference and it will have a stronger competitive edge than following the pack.