In marketing you must choose between boredom, shouting and seduction. Which do you want?
Roy H. WilliamsRead
Most ads are ignored because every customer has a mental filter that evaluates and dismisses both of these languages of Ad-Speak with a single question: What are they not telling me?
Interpretation
What this quote means
Consumers often overlook advertisements due to skepticism about their honesty and intent.
This quote by Roy H. Williams highlights the critical mindset that most consumers possess regarding advertising. It suggests that individuals approach ads with a 'mental filter', questioning the underlying messages and motivations behind the marketing language presented. They actively seek to identify what might be omitted, leading to a natural dismissal of messages that do not resonate with their expectations of transparency and credibility.
Themes
AdvertisingSkepticismConsumerTransparencyMarketing
In practice
Example use cases
In a discussion about effective marketing strategies, one might use this quote to emphasize the importance of honesty in advertising.
More from Roy H. Williams
All quotes →Five minutes in an old book quickly reveals that most of what is being sold today as new insights into human behavior is merely the rediscovery of knowledge we have had for centuries.
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