Friday, May 06, 2011

Plumbing Or Poetry

Advertising is either one of the two.

Plumbing.

Or, poetry.

Plumbing is the type of advertising that just pushes stuff through. It’s functional. And, with enough media behind it, effective.

Ninety-nine point nine percent of all advertising is plumbing.

Poetry, on the other hand, is harder to come by. It doesn’t always make sense why it works, because it touches people in ways that researchers can’t yet measure.

How do you rationalize being touched by a sonnet? A sonnet is just words organized in such a way as to elicit an emotion that many times, you didn’t even realize existed somewhere deep inside you.

Great advertising works in the same way.

The more you try to dissect it the quicker it dies. The only way to know you have it is to hire those who know how to create it.

Not everyone can.

Most online advertising is plumbing. Partially because of how we measure it.

Online advertising is measured for its functionality. How many click-throughs did it achieve?

Passing people through to something else is the function of online advertising.

Passing things through is also the function of plumbing.

No wonder online advertising stinks.

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