Sometimes.
The answer to how to advertise compellingly.
And by compelling I mean in such a way that the advertising stops people.
It makes people think.
And it might even make them smile as it makes them think.
Is to not chase the right answer at all.
It’s to chase the right question.
Personal.
Oftentimes.
When you’re trying to get someones attention.
Questions beat answers because questions feel personal.
Even if the question is not targeted exactly at you.
It’s still more likely to ‘make you think’ than simply spitting out an answer would.
Snowplough.
The best example I can think of right now.
Of how a question beats an answer.
Is the 1964 Volkswagen ad.
And apparently.
(Though, of course there are a lot of tall tales around how great advertising concepts were devised).
A junior marketer asked a daft question.
‘So’.
He said.
‘How does the driver of a snowplough…
…get to the snowplough?’
Questions Beat Answers
Sometimes.
The answer to how to advertise compellingly.
And by compelling I mean in such a way that the advertising stops people.
It makes people think.
And it might even make them smile as it makes them think.
Is to not chase the right answer at all.
It’s to chase the right question.
Here: https://www.youtube.com/watch?v=ABcckOTVqao.
