Did you watch the Super Bowl? I know not everybody is a sports fan, but if you missed the game, you missed some of the most off the wall marketing that I have ever seen. I laughed harder at some of the ads than I have laughed at TV situation comedies. These guys certainly used their marketing dollars wisely. Not only did they get mass exposure from advertising on the biggest TV stage that exists, but they took advantage of it by putting out a product that just had to make you pay attention. I mean, Charlie Brown, of all characters, ending up with the Coke? Absolutely brilliant.

Okay, so just what is it that you can learn from the Super Bowl? Well aside from the commercials, there was the Tom Petty halftime show. Unlike other halftime shows, this one was really very good. You could actually hear Tom sing, the vocals were clear, the playing was clear, the performance was solid…everything was just perfect. As my wife said, it was actually enjoyable to watch.

That is what YOUR advertising should be. It should be enjoyable to read, whatever kind of advertising you do. And if you do the video thing and submit your videos to YouTube, then you better make sure that the videos you submit are enjoyable to watch.

Marketing is not about giving your prospect a sales pitch. Marketing is about giving your prospect an experience where he doesn’t feel like he’s being sold too. Take the tire commercial where the squirrel is in the middle of the road and almost gets clobbered by an oncoming vehicle. The commercial was a scream. I didn’t feel like I was being sold to. But make no mistake about it…I won’t forget Bridgestone Tires. I’d never even heard of them until the Super Bowl.

That is the brilliance of ads that don’t sell, but entertain. If you can pull that off, then you’ve got a very good chance to sell your product because the prospect won’t feel like you’re shoving your product down his throat. And with effective advertising, you don’t have to be pushy. Some of the greatest ads in the history of TV have been ads that entertained and didn’t sell.

So when you set out to write your next ad campaign, think about entertaining your prospect instead of selling to him.

You might be surprised by the results.

To YOUR Success,

Steven Wagenheim
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