Most of the nation is familiar with the major snowstorm that did something very rare—practically shut down New York City. So when I was not outside shoveling show, I had the opportunity to watch plenty of television, and I saw one particularly bad piece of advertising that mortgage marketers should never emulate.
The commercial started with the losing attorney packing up his papers and the court officer comes over and tells him he has never seen a jury come in with a verdict so fast. The losing lawyer responds that he should have settled instead of going up against this other law firm.
I nearly spit out the water I was drinking. This commercial just sounds wrong in several ways, not the least being the humility of the advertiser.
Plus, one of the basic ideas promoted by many sales trainers is to “under promise and over deliver.” This commercial starts with the opposite premise—it seems to promise that if you use this law firm, you will get the other side to capitulate or else.
Compare this to the latest campaign being conducted by Domino’s Pizza. Well aware of the unfavorable view consumers have of its product, the company has shown both humility and humor in a series of ads showing how it is changing its product.
I also saw an interview with Suze Orman that gave great advice regarding New Year’s resolutions. People inevitably wait until the New Year’s to make a change.
She said if you resolve to make a change, do it then and there. Don’t wait until New Year’s to change your behavior.
