Much has been written about the myth of secret seduction. Roughly and in its essence, the myriad of authors who write about this topic can be divided into two factions:
First, the practitioners. They set up a set of rules, how an advertisement, a poster, a video, an internet presence or a brochure should appear. They contain helpful hints in order to obtain the best results and to assert oneself more successfully and more effectively in the field of the competition. Formulas are meticulously drawn up as to how it should be and how large, how long or short a message may be, how and where the logo is to be placed and how large or small the image has to be. A video, a spot, a jingle is timed to the millisecond, and sound and music are precisely prescribed. Spontaneity is avoided like the plague, and ideas are forbidden in writing: pragmatism in its purest form. Foolproof guarantee of success? Not a chance.
The second group consists of scholars. They take the trouble to meticulously list the effects of communication and people’s behavior. With the help of the most modern medical sensors and the latest scientific findings on brain research, these scholars strive to bring to light the one and only truth in order to introduce us to the secret of universal communication. With the result that all these books, articles, exposés, e‑books, landing pages, etc. either gather dust in the archives or – far more alarmingly – contribute to the general confusion.
Of course, both groups also offer their know-how on the standard commercial sector. And for a hefty fee, they help companies that want or need to hear why something doesn’t and can’t work in advertising.The existence of income opportunists (to put it politely) is secured as long as new scientific findings exist and entrepreneurs who don’t really get it.
But, in fact, it is really simple. It was Napoleon, who said without any cynical appeal: „There are two motives for human action: Self-interest and fear.“ It’s that simple – and that clear. Then why can’t we understand it as simply? Publicist Robert R. Updegraff tells us in his classic book, Obvious Adams – The Story of a Successful Businessman, „We don’t pay attention to the simple things because we know them so well.“
More on our blog “Think before doing”