Every night before we start to make dinner, Husband turns on the TV that sits in the kitchen nook so that he can catch some of the latest news (I make him turn it to “Jeopardy” while we eat – we are quite the competitive couple).
Since I’m immersed in the world of advertising, my brain pretty much ignores every commercial that airs while I’m puttering around the kitchen. But this one grabs my attention every time:
The Pure Fitness chain has advertised on all of the local TV channels for years, yet this is the first time I’ve not only noticed one of their commercials, I look forward to watching it again and again.
Why? Two reasons:
1. Authenticity. While the ad was created by a respected video company, it has a spontaneous, You Tube-like texture to it. It shows groups of people exercising in ways that are different from the traditional stereotype of how a gym is usually portrayed, and shows those people smiling, laughing, and (gasp!) having fun.
2. Mirror Neurons. These little guys have one of the most delightful jobs in the brain. When you view an act that you find attractive or appealing, the mirror neurons send a signal to your brain, telling you to mimic, or “mirror,” the action you are viewing. By watching the members at Pure Fitness having a genuinely great time while moving and getting fit, your brain says, “Hey! That looks like fun! Let’s do it, too!”
Pure Fitness uses this footage for their TV commercial, but maybe you don’t advertise on television. How could you do something similar?
Videotape people using your product, or have customer send in their own examples. Then, place them on your website, just like Strider Sports did to show their unique bikes for beginners.
Videotape the happenings at special events, charity events that you sponsor, etc., then create a video montage showing your involvement in the community. Put it on your website, and include it in presentations you give at Rotary.
Try to think of other ways you can grab the attention of your customer’s mirror neurons. We talk a lot about “show, don’t tell.” How can you show folks what you’re really all about?