NOBODY WANTS TO READ THIS BLOG. NOBODY WANTS TO GO TO YOUR WEBSITE. NOBODY WANTS TO DO ANYTHING. EVER.

When I was starting out in advertising, and desperately trying to get my portfolio together between spasms of employment in menial jobs, I hit upon a great test for evaluating my spec print ads. I was tired of listening to other people’s opinions. I wanted a job, fast.

The test was this: pretend you are a door-to-door salesman for this product. But you do not have the power of speech. But if you hold up this piece of paper, the person answering the door will not shut the door in your face. In fact they will ask you to come inside. That was the test. Crazy, perhaps, but it yielded some good stuff. I still use it.

Because the assumption that nobody cares is always a good one to make. Even if the product you are selling is interesting. Because you’re always fighting for attention. And that’s what great advertising gets you. People actually listen to what you have to say because you’re really interesting.

To truly get attention, you just have to be truly interesting. Not fake-pretend-advertising-interesting. Really, actually interesting.

2 responses to “NOBODY WANTS TO READ THIS BLOG. NOBODY WANTS TO GO TO YOUR WEBSITE. NOBODY WANTS TO DO ANYTHING. EVER.

  1. Good ploy. Did you ever do it in an interview/meeting? I was ‘forced’ into it once or twice. CD just wanted to look at work and not hear anything, which is pretty much I suppose how the punter will see it. They don’t get a explanation behind the work. I now ask ‘do you want to see it as the consumer sees it or do you wish me to give you a premise to the work? Having said that it’s pretty rare you get to see anybody these days. One is lucky to get work seen at all. Dropped off at the door is pretty much where it is at. A little bit odd giving that it’s the person that potentially get employed not the work.

  2. i’ve never had to present MOS as it were. but it is true that the best ideas need no explanation. although usually there’s a bit of stumbling around in the dark before you get to that point.

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