Advertisers would do better to fear indifference than alienating consumers (real people don't much care)

๐Ÿ’Ž Advertisers would do better to fear indifference than alienating consumers (real people don’t much care)

  • When it comes to ads, though, remember that real people don’t much care about them. So negative effects are rare.
  • We know of no evidence of any advertising that has had a negative effect on sales.
  • Don’t worry about ‘alienation’. Negative effects among existing buyers but not new buyers or vice versa won’t happen; we can’t think of any examples.
  • So don’t hold back from bold, provocative ideas through fear of alienation. You should be much more fearful of indifference – and that’s wonderfully liberating creatively.

Excerpt from:ย How not to Plan: 66 ways to screw it up by Les Binet and Sarah Carter

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