ONE OF THE COMPOSITIONS IN A RECENT AVANT-GARDE MUSIC concert was a single long deconstructed chord lasting about 10 minutes. When it had been performed previously, it was reported that cries of “I confess! I confess!” had risen from members of the audience. But this time the composition received a standing ovation. How come?
My guess is that between the first and second performances, some very sophisticated music critic had sat down at his keyboard and explained to the masses that the composition was indeed high art. So when it was staged again, this time those in attendance readily believed it was art and persuaded themselves that it was wonderful.
Something like that is needed to help this ad from Anderson Hardwood Floors. We see a pair of feet seemingly carved out of wood. I say “seemingly” because it is hard to tell whether it's a photograph of actual wood carvings or merely special-effects alteration of a photograph of two naked feet. Below, in handwriting: “Finely crafted hardwood flooring by the Anderson family. It fits you.”
I lack the art criticism credentials that would qualify me to say whether the wood feet or the photograph of them are art or merely craft. But I do have enough advertising experience to know that the picture and the accompanying message are woefully inadequate when it comes to making prospective customers want to learn more about Anderson flooring.
First of all, why show the sexy metaphor when you can show the sexy product? Anderson has a library of terrific interior shots which remind you why you always envied your friends' antique-looking floors…and how you vowed to have floors of your own like that some day.
Second, as a reader, I don't really believe that members of the Anderson family really “crafted” them — really got down on their hands and knees and scraped these old floors down to the bare wood and then refinished them. All that just sounds like advertising-ese. (Well, OK. Maybe it's permissible advertising hyperbole.)
I'm not even crazy about the idea that “It fits you.” It seems awkward to suggest that flooring “fits” somebody. I wonder if this wasn't just an attempt to stretch the copy to fit the picture.
It so happens Anderson has a great story to tell as well as a great product to show off. But you'd never know from this ad.
As is so often the case, I found the missing link hidden on the company's Web site and transplanted it to my makeover. It said:
“Ask Jeff Hosking, longtime hardwood flooring consultant for ‘This Old House.’
“He himself has been asked to ‘antique distress’ hundreds of new wood floors to look old over the years. Yet he admits this is the only prefinished wood flooring he has seen that accurately replicates the warm country charm and appeal of an old worn floor.”
Isn't that a terrific testimonial? Combine it with a couple of equally effective product shots and you've got the makings of a great makeover.
When it came to “crafting” the right headline, I thought of a principle taught to me long ago by my first boss, Victor O. Schwab. He labeled it with the clumsy but unforgettable acronym “BOY-PT-MOM.” It stands for “Because of You (Dear Product), People Think More of Me.”
When people remodel and redecorate their homes, it's half for themselves and half for the effect on other people. And receiving much-wanted praise for your new home interior is really a tribute to your good taste and judgment. I tried to imagine what it would be like when friends first see your new interior, and what they might say. And I incorporated the product name in their exclamation of delight in order to engrave and deepen the brand message. (I considered — and one could make a good argument for — changing the word “those” to “your.” Then it would mean you deserve the credit as well as Anderson. Because of Anderson, People Will Think More of You.)
In the body copy that follows, I used the Hosking quote to build credibility for the statement, and followed by encouraging the reader to visit Anderson's Web site: “For 50 tips on choosing and using the right Anderson Floors the right way, visit andersonfloors.com.”
My makeover never would be exhibited in the Solomon R. Guggenheim Museum in New York, but it would sell a lot more Anderson flooring. And that's what it's all about, isn't it?
I have written before about the phenomenon “They Advertise Because They Sell” rather the other way around. I can't help wondering if this isn't another example.
THOMAS L. COLLINS (thomas.l.collins@verizon.net) has been a direct marketing copywriter, admaker, agency creative director and co-author of four books on marketing. He is currently an independent creative and marketing consultant based in Portland, OR.
