A woman asked me to dance last night. It was wonderful; truly wonderful. I felt we were as one.

Then the dance finished, and we moved apart, and suddenly we were two people again.

I started to say something, but she said, “I don’t want to talk to you. Not now, not ever. I just want to dance.”

So we did.

And my point is that with all advertising we need to understand the experience of the advert from the reader’s point of view. You know how you feel about the adver,t especially if you wrote it, but that doesn’t mean the reader feels the same.

A while back a client said to me “We always write ‘15% off’ in the headline because everyone in schools is looking to save money.” But our research suggests this is one of the least effective headlines there is, probably because teachers are bombarded with adverts relating to price.

Yes they might be interested in price, but that only comes after they have been interested in the product or service.

They see themselves as professionals, making professional judgements, not buyers in a market.

The lady mentioned above chooses to dance with me because she thinks (rightly or wrongly) that I am a good dancer. Not because of my haircut, witty conversation, snappy dance shoes, or slogan covered tee-shirts. It’s the dance.

You have to know your audience, and, if you don’t, sometimes it is good to ask them what they think. If you would like to ask me for a dance and you are of the female gender, know something of modern jive, and live in the Midlands, drop me a line.

On the other hand, if it is all strictly business, it’s 01604 880 927 or Stephen@schools.co.uk

Tony Attwood

Tony@schools.co.uk