5 ms·

How to sell advertising that sells: Prerequisites: - get out of my face . ...and ears... - stop profiling me - stop following me - just get out of my life

by Ourgon 5y ago

How to sell advertising that sells: Prerequisites: - get out of my face . ...and ears... - stop profiling me - stop following me - just get out of my life, entirely. Done? Good. Now pick up an old "Computer Shopper" magazine and see how it was done: all info, no lifestyle. Make people want to read your advertising copy and they will read it. If they are in the market for the products you're selling they will consider you as an option if the price is right and the product seems to fit the bill. Don't lie, don't exaggerate, just inform. In other words, this will never happen because neither the prerequisites nor the recipe fit the bill when you're selling desire and pipe dreams.

dmos62 5y ago
That's the kind of advertising I'd like too, but your tone suggests you're blaming the industry. But, could it be that it just works better than the "wholesome" advertising (for lack of a better word)? I think the problem, if it can even be called that, is more widespread than just the sellers. It's the sellers, the buyers and our culture in general. Not sure how one could address that, but blaming someone in particular isn't it, I think.
mountainb 5y ago
This is how it’s done with influencer herding. You conceal the strings that puppet them. People trust the messages more that way until the strings show. Then you discard that puppet and make a new one.
cainxinth 5y ago
Everyone thinks that they are immune to advertising. But study after study shows that’s not the case. Those overbearing ads played ad nauseam work. Those idiotic spam emails selling boner pills work. All that invasive tracking and fine targeting works. Pleasant it might not be, and its ethics are dubious… but on the whole, it helps sell shit (though advertisers are notorious for using inflated and half baked metrics to overstate the return on investment for their services). Coca-cola and Geico and the cheesy injury lawyer in your hometown don’t buy advertising on a lark. It makes them money.
- robbedpeter 5y ago
  Advertisement exploits common psychological triggers to achieve a non-consensual outcome at the expense of the consumer being manipulated. There's a balance yet to be found between freedom of commercial speech and the imposition of reasonable limits on deliberately manipulative content. Influence ratings displaying the percentage of difference in various metrics between a standardized "just the facts" product description (think nutrition label) and the refined ad might be useful and reasonable. Ad metrics and platforms should be required to publish a catalog of their customers, copies of ads, history of demographic targets, party, pac, and funding and so forth. If metrics are useful to sellers, they'll be useful to buyers, and we can legislate transparency and regulation.
- rightbyte 5y ago
  Spam ads (e.g. a windshield repair shop on the radio playing all the time) are probably useful for discoverability. That is probably self-evident. However, the big question is if they receive more profit from extra jobs than the ads cost.
- Ourgon 5y ago
  Advertising certainly has effects, they are just not the effects you imply and can not be said to make them work. This is the effect advertising has on me: - I no longer watch broadcast television, at all - I no longer listen to broadcast radio other than sometimes in a car. In that case I find commercial-free stations, switch channels when commercials come on and switch off the radio entirely if there are no commercial-free alternatives. - I do not subscribe to any physical magazines, newspapers or other publications - I do not "consume entertainment", I couldn't care less about recent movie releases - most are a mix of "progressive" propaganda with product placement anyway? - I block digital advertising 'quite effectively' as in 'I never see ads'. I do this by having effective content blockers, proxies for channels like Youtube, I do not use things like Facebook/Twitter/whatever. No Google, I use my own instance of Searx. Effective spam blocking on my own mailserver, spam is as rare as hen's teeth here. I can go on but the reality is that all advertising has achieved is that I quite effectively shield myself from exposure to it. If that is what you mean with "working", well... it'd make me wonder why they spend so much money on creating effective resistance against their own products. I guess I'm not the target market? In that case, neither are my family members who use my services. I understand that advertising works for those who sell it. As to whether it works for those who buy it, who knows...
jklinger410 5y ago
Hacker News community takes on advertising never fail to entertain
- motoxpro 5y ago
  I swear it has to be satire at this point.
  - stevofolife 5y ago
    Agreed
- Ourgon 5y ago
  Reality can be entertaining. Do you work in the industry?

by Ourgon 5y ago

dmos62 5y ago

That's the kind of advertising I'd like too, but your tone suggests you're blaming the industry. But, could it be that it just works better than the "wholesome" advertising (for lack of a better word)? I think the problem, if it can even be called that, is more widespread than just the sellers. It's the sellers, the buyers and our culture in general. Not sure how one could address that, but blaming someone in particular isn't it, I think.

mountainb 5y ago

This is how it’s done with influencer herding. You conceal the strings that puppet them. People trust the messages more that way until the strings show. Then you discard that puppet and make a new one.

cainxinth 5y ago

Everyone thinks that they are immune to advertising. But study after study shows that’s not the case. Those overbearing ads played ad nauseam work. Those idiotic spam emails selling boner pills work. All that invasive tracking and fine targeting works. Pleasant it might not be, and its ethics are dubious… but on the whole, it helps sell shit (though advertisers are notorious for using inflated and half baked metrics to overstate the return on investment for their services). Coca-cola and Geico and the cheesy injury lawyer in your hometown don’t buy advertising on a lark. It makes them money.

robbedpeter 5y ago
Advertisement exploits common psychological triggers to achieve a non-consensual outcome at the expense of the consumer being manipulated. There's a balance yet to be found between freedom of commercial speech and the imposition of reasonable limits on deliberately manipulative content. Influence ratings displaying the percentage of difference in various metrics between a standardized "just the facts" product description (think nutrition label) and the refined ad might be useful and reasonable. Ad metrics and platforms should be required to publish a catalog of their customers, copies of ads, history of demographic targets, party, pac, and funding and so forth. If metrics are useful to sellers, they'll be useful to buyers, and we can legislate transparency and regulation.
rightbyte 5y ago
Spam ads (e.g. a windshield repair shop on the radio playing all the time) are probably useful for discoverability. That is probably self-evident. However, the big question is if they receive more profit from extra jobs than the ads cost.
Ourgon 5y ago
Advertising certainly has effects, they are just not the effects you imply and can not be said to make them work. This is the effect advertising has on me: - I no longer watch broadcast television, at all - I no longer listen to broadcast radio other than sometimes in a car. In that case I find commercial-free stations, switch channels when commercials come on and switch off the radio entirely if there are no commercial-free alternatives. - I do not subscribe to any physical magazines, newspapers or other publications - I do not "consume entertainment", I couldn't care less about recent movie releases - most are a mix of "progressive" propaganda with product placement anyway? - I block digital advertising 'quite effectively' as in 'I never see ads'. I do this by having effective content blockers, proxies for channels like Youtube, I do not use things like Facebook/Twitter/whatever. No Google, I use my own instance of Searx. Effective spam blocking on my own mailserver, spam is as rare as hen's teeth here. I can go on but the reality is that all advertising has achieved is that I quite effectively shield myself from exposure to it. If that is what you mean with "working", well... it'd make me wonder why they spend so much money on creating effective resistance against their own products. I guess I'm not the target market? In that case, neither are my family members who use my services. I understand that advertising works for those who sell it. As to whether it works for those who buy it, who knows...

jklinger410 5y ago

Hacker News community takes on advertising never fail to entertain

motoxpro 5y ago
I swear it has to be satire at this point.
- stevofolife 5y ago
  Agreed
Ourgon 5y ago
Reality can be entertaining. Do you work in the industry?