What Do People Already Care About?
About this episode
The episode discusses the importance of understanding what people already care about in advertising.
March 30, 2026 It pays to know what people already care about. The following conversation illustrates one of the ways in which this pays. “If I spend money on advertising, what will I get in return?” It depends on what you say in your ads. “What do you mean?” Most ads have no relevance to most people. “Yes, that’s why you need to target the right people.” There is some truth in that, but not as much as you think. “What do you mean?” You can reach the right person, but if they have no current need for what you sell, you can only hope that they remember you when they do have a need. “So, what’s the answer?” The answer is to talk to people about what they already care about. Speak to what currently interests them. “Can you give me a couple of examples?” Sure. Public Relations experts know that a highly relevant press release will deliver amazing results when it can be inserted into a conversation that people are already having. Mass Media experts know that TV and Radio ads deliver amazing results when they: (A) speak to values and beliefs that already reside in the hearts of the masses (B) introduce relatable, interesting characters so that people can bond with them (C) use 40…
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