It's sad, but true. No one really likes advertising. Not unless you're like my Filipino auntie, who pours through the sunday newspaper ads trying to find a coupon for a Swiffer even though she already has 2.
Spam, ads, banner ads....99% of us would just rather not.
So what's the solution for those of us in the creative advertising field?
Don't make ads.
Instead of promoting your ads all the time, think about your customer, and what interests them. Not just your product or service, but their lifestyle. Are they a hiker? A tech geek who's never met a shirt that he'll tuck? A retired mom with 2 cats and goldfish named Doris?
The name of the game is to product content that speaks to the lifestyle of your audience, and letting it be known that you're "one of them". Once you've established that all too important brand identity, trust is established. And that's where the ads come in.
Example: One of the best in the business in my opinion is Whole Foods. What's that? You don't like healthy, nutritious, socially conscious food? Well, if you don't shop at Whole Foods, that's the assumption that is made about you.
If you were really health conscious, you would shop at Whole Foods, because they are all about organic, non-GMO foods that are good for your body, and the planet.
Now is that true? Of course not. But they've done such a masterful job at branding, that's what they've established as "true".
I mean, what other grocer can sell Asparagus water for $6?
So bottom line: Stop doing so much advertising. Start off by being likable, and the rest will come.