World Copywriting Blog: New survey adds evidence to the 'F' word theory and the importance of TV in your marketing

If you are a civics teacher, a constitutional evangelist, or a First Amendment lawyer, brace yourself.

Some bitter medicine ahead.

A poll just released by Chicago's McCormick Tribune Freedom Museum shows -- and really, how surprising is this? -- that most Americans know far more about The Simpsons and American Idol than they do about the First Amendment to their own constitution.

Some highlights of this highly important survey:

Only 1 in 1,000 Americans could name all five freedoms guaranteed by the First Amendment, but more than 200 in 1,000 could name all five members of the the Simpsons TV cartoon family.
One of two Americans can name at least two of the Simpsons (you know - Homer, Marge, Lisa, Bart and Maggie), but only one in four could name more than one of the five freedoms guaranteed by the First A (speech, religion, press, assembly and the right to buy a Big Mac... no, wait a minute, that's not it... the fifth one is... uh.. give me a second here... yes! petition for redress of grievances).
More people could name the three American Idol judges (Simon, Randy and Paula) than their arguably more precious First Amendment rights.

Well... so freaking what?

Here's what. Think about the implications. For you. For marketing. For the Web.

If people are more tuned-in to TV and having fun ("the F word theory,") -- in short, more tuned-in to being entertained... than to somber factuality (like the Constitution, the names of state capitals and high-flown philosophical principles)... then, what does that say about what they need at least a pinch of, at least a dash of, in what they receive in the way of marketing messages?

It's obvious. They need you to keep it fun. Make it entertaining.

Again, this doesn't mean to pull out all stops and start imitating the annual Superbowl advertising Waste-a-Thon with ever-more-clever-than-thou marketing messages.

No. Not at all.

What does it mean? Add a little more life to your promotions. Drama. Innovation. Intrigue. Suspense.

Even -- but only if you know exactly how to do it -- humor!

Because dull and drab ain't gonna sell too well for you no mo'.

David Garfinkel
Publisher, World Copywriting Newsletter

Comments

David,

Many months ago I followed an outgoing link from Peter Stone's blog to the site for Hover Studios. I think the short video on their page is a perfect example of infusing personality and humor into your online video ads.

I should also mention the video doesn't follow the common format either (give info and plug at the end). Yet, it's difficult to stop watching. Entertaining, funny, honest, and compelling.

Personally I think the "copy" is pretty good too even though it‘s missing a call to action (not sure that‘s needed since you‘re already on the site). He takes a second too long getting to the message too, but that time does set the tone for the video and might be a critical element in that respect.

Okay, I’m gonna quit talking about it… you can see for yourself here:

http://www.hoverstudios.com/default.asp

(It's the video sporting guy in the pink shirt and it runs about 1 minute)

What are your thoughts?

Sean

P.S. I'm not sure about the etiquette for posting links in the comments section here, but thought I should let you know this isn't an affiliate link. It’s simply the video that instantly came to mind when I read your post.