So this weekend I was shopping for a birthday card for my mom, and I read one that started, "Not everyone shares a special connection with their mom..."
It was a nice card and I considered it for a moment, but then chose something different.
When I got to the check out lane, I noticed the young woman in front of me was buying the same card I had considered, and I thought, bemused, "apparently there are a lot of people that feel that connection with their mom!"
It was a humorous moment, but it did demonstrate a truth about advertising.
As human beings there are certain life experiences we've all encountered and therefore, can all relate to. Whether it's feeling a special connection with your mom, sitting in a doctor's waiting room discretely listening to the conversation next to you or standing in the express lane, frustrated behind the inconsiderate boor who has ignored the 10 item limit, we all share these common occurrences.
In your advertising, if you're able to tap into these commonalities, you will then be speaking to the customer in the language of the customer. You will more effectively break through the clutter and gain their attention. And your message will likely resonate as something meaningful to them.
Think about what your business or service means to the average customer in a real life everyday world, and speak to them plainly about it. Your mom will praise your relatability!