I guess we can all make a splash once to get noticed, and a joke might be the way to do it. Will prospects really remember a business for the one joke, repeated over and over again, or will they get bored?
Here is eHarmony’s current ad in the UK:
I would rather that my potential clients felt they could relate to my business and feel comfortable that I could give them what they wanted.
Here is a confession. I have played the dating agency game, and did computer-dating back in the Seventies and Eighties (yes, they had computers then). I would far rather have thought that I did not need to have film-star looks, and did not need to be perfect. I was looking for a normal sort of girl, not some glamour model who would not give me a second look.
The old eHarmony ad featured real people who seemed normal to me; not ordinary, but with their own individual characteristics. Had I still been in the game, I know that this next ad would be much more attractive because I would be comfortable with it until I bought.
Don’t you prefer this to the joke ad? Well, I certainly do, but does the advertising agency know better?
Isn’t your prospect more likely to buy when they feel familiar and comfortable with your business and you?