Friday, 6 March 2015
The Interesting Product Trilogy Part 3
It seems I can’t leave this topic alone.
This is more just a clarification of the underlying point of the previous two posts on motivation and the justification for advertising.
Why do you need to work to advertise boring products?
Why waste money advertising the mundane?
Both of those questions are themselves begging the question. What makes a product boring?
Boring is subjective. That is the issue that too many people don’t understand. What makes great advertising is not the ability to make something boring into something interesting. It’s the ability to make anything interesting. Because boring is not a meaningful term for a product. Boring is a limitation that we work around.
After all, what makes flowery smells exciting? Why do ads about fermented grain fill us with glee?
Beer is not a fun product just because it makes you drunk. That’s a leading factor, but it doesn’t tell the whole story. Products are interesting because we decide they are interesting. Sure, we are human. We have biases and tendencies. But ultimately our defining trait is our sociability. That is to say, our ability to change opinions and behaviours based on what others around us believe – or even simply what we think that they believe.
The point is, when dealing with dullness it’s important to remember that dull is not a scientific concept. It’s a human one. And you only have to be limited by it as far as you want to. Or as far as your abilities allow you to stretch it.