In a previous post, we made the point that political advertisers know that decreasing “negatives” – that is, the percentage of people who actively dislike you or what you’re offering – can be as important as making new sales or conversions. Today, we’d like to share one more tip from the local advertising world: Remember that raw spending isn’t always enough to change public opinion.
Consider that, in election years, politicians spend tens of millions of dollars on states like ours trying to sway public opinion. And yet, one candidate always loses, despite the bills they’ve run up.
The lesson in that is pretty clear: You can force people to hear about you (even if they don’t actively listen), but no amount of spending will automatically make them agree with you. For that reason, it’s important to put some thought into your campaigns before you begin them; otherwise, you could spend a lot of money to not sway very many hearts and minds.
You might not have a politician’s objectives, or even their budget to work with, but that doesn’t mean you can simply flood the market with ads and hope for new sales and bottom-line results. If your market just won’t listen to what you have to say, rethink your offer and see if you can make a more compelling case.