In real life, especially in this new era of accountability when clients demand evidence of outcomes, creativity might be counterproductive. Otherwise those awful late-night television ads by local lawyers wouldn't continue.
The bottom line in some kinds of marketing is that ugly can sell.
That's because flawed promotions draw the target markets into the message. Excellence can distract from that sales pitch. Our attention can be focused on wonderment of the art. Draper dazzled. That could derail the migration of the eyeballs to the Call To Action.
One of my clients had done assignments for many of the direct-response outfits. They are the content providers for those packets of whatever we used to receive in snail mail from publishers and insurance providers. Some of us still do. By accident he found out that ugly sells.
One of those publishing houses had run out of budget. So, my client went to a low-cost local vendor to put together an ad. That generated more responses to Calls To Acton than the perfectly made ad. Research on that proved out that the marketplace was pulled into considering the actual offer.
Years ago, there were smirks in the New York Metro area about Carter Mario personal injury law firm's late-night television advertising. It had the same formula as much of television legal promotions today. There was the talking head advising you that X law firm would get you justice.
Soon enough Carter Mario expanded from one office throughout New England.
Currently, here in Eastern Ohio, the formula is the middle-aged Republican-looking lawyer. The camera pans on three-fourths of the figure. The tag line is that you deserve justice and law firm ABC will deliver.
No ad agency will bring home awards for those. But the odds are they may develop new business.
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