Hi since 1966! The Board of the TV for American families is in full swing. An actor named Ronald Reagan was elected Governor of California. Families gather around the TV, pick up a newspaper and turn on the radio to catch the latest news of the day together.
Meanwhile, an advertising pioneer named Eugene Schwartz is developing a theory about how people respond to advertising. He calls it the formula of consciousness. By adapting to the existing level of consumer awareness, he suggested, brands can create more compelling, effective copy.
1966 was a very different time for advertising. Attention was more and there was less competition for airtime. Fast forward 52 years, and now consumers are in a constant dance with news updates, pings from friends and colleagues, new matches on tinder and everything else in between. All the time, advertisers try to snatch what is left from the attention of consumers.
But what about the formula of Schwartz? It still sounds plausible?
I would argue, and perhaps even more so, because today, more than ever, we need to adapt advertising messages to capture the imagination of readers in order to fill their fleeting attention.
As Eugene Schwartz can help with Facebook ads
Recently, Facebook revised its news feed algorithm, changing the way its content judges. The algorithm is designed in favor of messages from friends and family for those brands and publishers, and to increase posts to get more comments.
This move from Facebook does not offend brands. Rather, it is a reaction to the fake news epidemic, and these changes are likely to impact on the publishers much more than the efforts of advertising of the brand. However, this change does not create the time for marketers to step back and to reconsider the ways in which they tried to stand out on Facebook.
Marketers who match their Facebook communications strategies and interests of their target will find a bigger return on your advertising investment in Facebook. This can be done from the level of the Schwartz formula of awareness, combined with advertising blocks Facebook, such as advertising carousel and canvas.
If someone knows nothing about your product, you must craft content that will capture his or her attention involving intrigue. But if someone knows everything about your product, you need to give a final push that will forced him or her to do.
Three lessons from Schwartz, to this day
These insights have been here for decades, and despite their age, these lessons Schwartz not outdated:
We could not live in the glamorous era of mad men, but our friend Schwartz still has some evergreen lessons. Remember, one message will not fit. In order to make your brand a voice breaks through the noise on Facebook and other digital media platforms, align their messages to the level of awareness of the different users, maximizing the targeting tools at your disposal and emotionally to tell an interesting story, which brings life to your product.
After a successful direct programs for AOL, Tim Carr based the lift Agency. As a master lifter, he has dedicated his career to driving response through effective strategy and creative.