Creating the "oomph factor" and why it matters!

Walking around a small art shop, I stopped for a minute and tried to focus.  I was trying to imagine a beautiful painting on its own, separate from a similar piece beside it on the wall.  The clerk whispered to me:

That's really hard to do.  The problem is that great art loses its oomph when it is too close to another strong piece of art.  And...well...oomph is what matters!

I agreed to bring the piece home for closer examination.  It was perfect!  I just had to get it away from the competing paintings.

There's an advertising lesson here.  Some clients say:

I don't want to advertise on TV or Radio.  None of my competition does that, so I'm not interested.

They are clearly missing out.  In ad terms, we often explain that you can dominate a category or secure a strong top-of-mind presence if you are willing to go somewhere without competing businesses.

It has also been said that the first one to make a claim, owns the claim.  In other words, if no one else is bothering to inform the public about the benefits of a particular item or service, you have the chance to be first out of the gate.  That's always the horse that gets the most attention, isn't it?  Just like that, you could create the oomph factor!

By: Jason Jackson.   [email protected]    

AdMission is my personal blog and is my way of sharing the lessons I learn in Advertising with those who want to improve.