The Art of Advertising

The line between a flop and a phenomenon often hinges on one truth: The opposite of a good idea can be a very good idea.

From turning vacuum cleaners into status symbols to convincing people to covet potatoes, the best campaigns defy logic and tap into the irrational core of human behavior.

Let’s explore the strategies that make advertising unforgettable—and wildly effective.

1. Behavioral Psychology: The Silent Salesman

Great ads don’t just sell products—they hack into how we think, feel, and act.

• Ogilvy’s Baby Faces: To combat vandalism on shop shutters, Ogilvy London painted images of babies’ faces. Vandalism dropped instantly.
  Why? People hesitated to deface something innocent, proving that emotion trumps logic.
• Dyson’s Exclusivity Play: Before Dyson, vacuums were generic tools. By rebranding them as sleek, high-tech marvels, Dyson transformed a mundane item into a status symbol.

Takeaway: Tap into primal instincts—protection, status, curiosity—to drive action.

2. Logic vs. Creativity: Why Corporations Play It Safe

“No one was fired for using too much logic.”
Corporations often default to data-driven decisions to avoid blame, even when creativity works better.

But breakthrough campaigns thrive on non-rational solutions:

• Pascal’s Wisdom: “The heart has reason in which reason knows nothing.” Ads that resonate emotionally (think Apple’s “Think Different”) outlast those drowning in specs.

Takeaway: Balance data with daring. Sometimes, the illogical idea is the right one.

3. Target the Typical, Not the Average

Data-driven personas often miss the mark. Instead, design for the typical user—the relatable individual, not a statistical phantom.

• Example: Write ads as if speaking to one person (“Busy moms who need 10-minute meals”) rather than a vague demographic.

4. Pricing Tricks: The Decoy Effect & Dopamine Extremes

People love extremes—cheap thrills or luxury splurges. Use this to your advantage:

• Decoy Pricing: Offer three options:
  1. Cheap ($10)
  2. Premium ($50 – your target)
  3. Decoy ($45 with fewer features)
     Suddenly, the premium seems irresistible.
• Dopamine Pricing: Highlight bargain steals or luxury indulgences. Both spark joy and stories.

5. Gifts, Status, and Reverse Psychology

• Prussia’s Gold-for-Iron Swap: During a crisis, citizens traded gold jewelry for iron versions engraved as “given for gold.” Overnight, iron became a status symbol.
  Today? Limited editions tap the same desire.
• Friedrich’s Potato Plot: To make potatoes desirable, the king planted them behind guarded fences. Suddenly, everyone wanted “forbidden” spuds.

Takeaway: Scarcity and exclusivity create demand—even for mundane items.

6. Reframing: Turn Flaws into Features

• Acamol Night: A cold medicine that caused drowsiness rebranded as “helps you sleep while healing.”
• BOB Campaign: Belgium reframed designated drivers as “Consciously Non-Drunk Drivers” (BOB), making it socially acceptable to refuse alcohol.

Takeaway: Reposition weaknesses as strengths through clever storytelling.

7. The Focusing Illusion: Simplify Your USP

People fixate on one standout trait. Double down on it:

• Porsche = Speed.
• Volvo = Safety.
• Your Brand = [Insert one unforgettable benefit].

8. Practical Wins: Lessons from the Trenches

• The $300M Button: An e−commerce site added a “Checkout as Guest” option, boosting sales by $300M/year. Why? Reducing friction beats forcing registrations.
• Gift Positioning: Label products as “perfect gifts” (e.g., “Great for birthdays!”) to tap into shoppers’ desire to delight others.

Embrace the Unexpected

The best ads don’t follow rules—they rewrite them.

Whether you’re selling vacuums, medicine, or art, success lies in understanding human quirks: our love of stories, status, and surprises.

Ditch the spreadsheet. What’s the illogical idea your gut says could work? Test it.

Keep Crushing!
- Sales Guy