I recently commented on the venerable Ben Kay blog. And it got me thinking. I basically said that nobody gives a toss about anything. Ever.
And it’s true. Everybody cares about themselves. Shouldn’t be a surprise. But you’d be surprised.
It’s easy to imagine that because you have media money you are front and center in people’s minds. But it takes hundreds of millions of dollars in media to do that. At least that’s how much it costs in media to do that in the USA. And a huge chunk of that will still be in television advertising. Take that internet!
I vividly recall the moment when i “got” this notion of nobody giving a shit about advertising. I was sweltering in New York City in the summer in a tiny one bedroom apartment without air conditioning. and the guy in the apartment across the yard was teaching himself to play the first Guns and Roses album on the electric guitar. His window was always open. He was clearly no talent. And in the apartment above was an Asian family whose tween daughter had a friggin baby grand piano and was even less talented than the would-be Slash across the way. It was hell. I needed a hook fast.
So i came up with one. This was my test of a good print ad, which was what i was doing for my book. “If i were a deaf mute door to door salesman for this product, and i held this up this ad when they answered the door, would I get invited in for further discussion?”. Assuming that nobody ever gives a toss about me or my ad or anything i care about is always a good thing. it keeps you honest.
Plus, i really needed to get a better apartment fast. And it worked. i got my first job based solely on that.