Can you afford to be boring?

Being boring is fine if you can afford it. Example: Wal-Mart churns out a half a billion dollars worth of not very exciting advertising each year. Their ads are invariably deal-based low-production value things that make little or no effort to engage the viewer/listener. But the ads probably work. why? because you can’t escape them. they’re everywhere. you will see their message. because Wal-Mart pumps $500 million of this stuff out.

Do you have $500 million? No? Bummer. Looks like you have no option but to be really interesting and, ideally, exciting. Sorry.

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