Maybe you remember having to write a persuasive paper or give a persuasive speech in school. The structure of such a composition could be pretty simple: describe a problem, then present a solution to that problem. Done.
I remember this kind of prompt when I see ads today for certain products, especially those related to… the nose.
“Your neighbors will notice your home smells like garbage… if you don’t buy this spray.”
“You’ll never find romance… without our mouthwash.”
Advertising in this country has relied on these types of messages for decades. In fact, the first commercial deodorant makers realized that in order to survive they would need to convince Americans that sweating was an embarrassment. (Your human body leaks? How unseemly!)
Fast-forward, and these products do sell! Scented garbage bags, room sprays, and body washes have become staples for many households. And don’t get us wrong, we’re not suggesting these products don’t have their uses and pleasures.
But it’s pandering to exaggerate about “how much poorer your life will be without this one specific solution I have to offer… and it’s available! Call now!”
We’ve got nothing to sell. We’re not going to provoke a sense of shame or pretend to be high priests. Wherever you are, wherever you’ve been, (however you smell?!), we are here to try to help you strive toward your goals—however you identify them.
The problem/solution formula makes plenty of sense in its own way: of course we want companies and brands to help us improve our daily lives! On the other hand…
We don’t need the world to believe it stinks to be of service to others.
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